PROJECT: PRETTY SHADY CAMPAIGN

CLIENT: PRETTY SHADY

ARTIST: SIDTAPIA | STEEN JONES

PHOTOGRAPHY|VIDEO: BILLY ZAMMIT 

BRIEF: This summer Pretty Shady & UM brought Authority Creative on board to help raise awareness around skin cancer. The result was an evolving mural over the course of four consecutive days in Bondi Beach.

This powerful art piece displayed the effect of overexposure to UV radiation. Artist Sidtapia began the piece with a lady and revealing her battle with skin cancer. Artist Steen Jones delivered his signature Bondi flare, but with a melancholy twist for the finale of the artwork.

Alongside the activation, a strong digital campaign - #PrettyShady - was pushed across multiple social media platforms daily to spread this extremely important message. This campaign truly exposed the cruel reality of melanoma & educated the public. Always remember, protect your skin.

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