Y.O.

U Sunscreen Campaign Brief

Part 1 Background and Goals:

1. Sunscreen products are essential in the Southeast Asian market.And it’s also the
core growth category planned by Y.O.U brand in 2024.Up to now, the bestselling
products within the Y.O.U brand's SUNBRELLA series have already gained a significant
level of user awareness and positive reputation.
In 2024, the goal is to leverage the success of bestselling products to introduce new
items, collectively establishing the Y.O.U core sunscreen product series. The
objective is to position the Y.O.U SUNBRELLA Sunscreen Series among the top 3
sunscreen products in Southeast Asia.

2. Through the Sunscreen Public Welfare Campaign:The aim is to further promote the
concept of correct sun protection. This campaign intends to enhance awareness and
understanding of Y.O.U SUNBRELLA sunscreen products, and build a strong
association between the product category and the brand in consumers' minds.
The campaign seeks to evoke emotions in consumers, associating Y.O.U SUNBRELLA
with healthy skin for all and the importance of correct sun protection.

Part 2 Sunscreen Product Intro

 New Products for 2024:
1. Y.O.U SUNBRELLA TRIPLE UV Acne Care Sunscreen
2. Y.O.U SUNBRELLA INTENSIVE CARE Physical Sunscreen
3. Y.O.U SUNBRELLA WATERY OUTDOOR Sunscreen Fluid

 Existing Bestselling Products:

1. Y.O.U SUNBRELLA TRIPLE UV Perfect Care Sunscreen
2. Y.O.U SUNBRELLA TONE UP UV Elixir Sunscreen
3. Y.O.U SUNBRELLA INTENSIVE CARE Watery Sunscreen
4. Y.O.U SUNBRELLA AIRY OUTDOOR Sunscreen Spray
 Series Product matrix Pic Core

consumers

Aged 15-20
Daily Defense

Daily Targeting Students,

Sunscreen
Defense Suitable for All Skin
SPF 30 PA+++
Types

[HOT]
Age 18-30
TRIPLE UV Perfect
Suitable for All Skin
Care Sunscreen
Types
SPF50+ PA++++

Triple UV
[NEW]
Age 18-30
TRIPLE UV Acne
Suitable for
Care Sunscreen
Acne-prone skin
SPF50+ PA++++

Age 18-30
TONE UP UV Elixir

Sunscreen Suitable for Dull Skin

Tone Up
And Uneven Skin
SPF50+ PA++++
Tone

INTENSIVE CARE Age 20-30

Watery Sunscreen
Suitable for

SPF50+ PA++++ Sensitive Skin

Intensive
[NEW]
Care Age 3-30

INTENSIVE CARE Suitable For

Watery Sunscreen sensitive skin and

SPF30 PA+++ kids(≥3 years old)

 AIRY OUTDOOR Age 18-30

Sunscreen Spray
For Outdoor

SPF50+ PA++++ Activities And Sports

Outdoor/
[NEW]
Sports
Age 18-30
WATERY

OUTDOOR For Outdoor

Sunscreen Fluid Activities And Sports

SPF50+ PA++++

Part 3 TVC Content Requirements

1. Core Idea：
Using professional UV cameras to document the skin changes of various
individuals under different lighting conditions. Aiming to increase awareness of the
Y.O.U SUNBRELLA sunscreen series, emphasize the importance of sun protection, and
establish a connection between the product category and brand awareness.
2. Create Memory Anchor：
Present Y.O.U SUNBRELLA in a creative way, featuring the repetition of its icon.
Showcase the icon repeatedly on models' faces in a visually compelling manner, creating
a lasting impression.
3. Reference：
Drawing inspiration from Thomas Leveritt's documentary, center the sunscreen public
welfare TVC around the core theme of 'Everyone Under the SUN.'

https://www.xinpianchang.com/a10712570?kw=%E9%98%B2%E6%99%92+%E5%85%AC%E7%9B%8A&from=

search_post

4. Brand LOGO and product should be presented in both the TVC and print media.
Y.O.U is a new brand, requiring increased exposure for consumer recall. Presence
should be clever and seamless, avoiding an overly forced appearance.
5. Showing Different Skin Transformations of Varous Individuals:
Include models/amateurs, covering males, females, children, and the elderly.
Models/amateurs should represent a variety of ethnicities, including Chinese, Indonesian,
foreigners, Koreans, Malaysians, etc.
Reference images for models/amateurs are provided——
Part 4 Production Requirements
1. Output:
It is necessary to provide the creativity, scripts, shooting, production and
post-production of the entire shooting materials;
Including soundtrack, packaging, special effects, makeup and hair services, all including
commercial copyright;
2. Format:
1080P, can be released outdoors;
3. Video requirements:
When shooting a video, both the horizontal and vertical versions should be
considered.
Please do not use the horizontal version to make the vertical version. The final video
needs to be output in both horizontal and vertical versions.

Part 5 Proposal Content

1. Overall TVC Creative Outline:
(1) Present the overarching concept for the TVC.
(2) Share the script, including dialogue and narration.
(3) Outline the storyboard content, detailing key scenes and transitions.
(4) Describe the creative approach to showcasing memory anchor points.
 2. KV (Poster) Shooting Plan:
(1) Provide a detailed plan for shooting the KV (Key Visual) or poster.
(2) Include considerations for composition, lighting, and visual elements.
(3) Describe the proposed visual elements and their relationship to the overall branding.

Part 6 Quantity of Content Material

1. TVC (Total 2)
(1) 90s Horizontal Version: 1
(2) 90s Vertical Version: 1
(3) Additional Cuts:
a. 30s Horizontal: 1
B. Extended Vertical:2 (15s:1 ; 30s:1)
2. KV (Total 10):
Featuring both individuals and products simultaneously (Close-up shots)

*Provide the original material to the brand as a separate deliverable.

Part 7 Regarding Timeline

1. First Proposal Submission Deadline:
January 30, 2024
2. Delivery Deadline:
February 20, 2024
3. Overall Campaign Launch:
March 11, 2024