Pretty Shady

Pretty Shady is a lifestyle brand with a difference. Created for Cancer Institute NSW, the Pretty Shady campaign seeks to raise awareness amongst young Australians of the dangers of skin cancer. We did this by working with a team of inspirational collaborators, brands, events and tastemakers who are leaders in their field – from fashion to skating, art, music and surfing - each shone a new light on the serious issue of skin cancer prevention. 

As it stands, Australia has the highest rate of skin cancer in the world. It’s the most common cancer affecting Australians. In fact, two in three of your friends will be diagnosed at some point in their lives. But change can happen. Stopping sun damage stops 95% of melanomas.
The campaign has been a great success with three sold out summer collections released to date.

 

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Teaser phase: In the lead up to summer, there were strategically placed street posters everywhere. The posters had a massive Pretty Shady logo covering the faces of the yet to be annouced collaborators, to get people talking. The URL on the posters pointed to a teaser site with a countdown to summer. 

There were also mobile billboards, guerilla street stencils, projections and sticker bombs to help plant the seed.

There were also mobile billboards, guerilla street stencils, projections and sticker bombs to help plant the seed.

Anthony Lister - a contemporary Australian-born painter and installation artist, best known for his merging of “high” and “low” cultural imagery in his work he is looked to as one of the best painters in street art anywhere in the world.

Anthony Lister - a contemporary Australian-born painter and installation artist, best known for his merging of “high” and “low” cultural imagery in his work he is looked to as one of the best painters in street art anywhere in the world.

Nicole Warne - Gary Pepper Girl, one of the worlds most prominent fashion influencers.

Nicole Warne - Gary Pepper Girl, one of the worlds most prominent fashion influencers.

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Pretty Shady partnered with Channel V (Fox) to host the Major Lazer/Diplo Island Party, upon a floating barge in the middle of Sydney Harbour.