HAWAIIAN TROPIC
Paws for SPF
Most people forget that even a quick dog walk can come with UV exposure — so Hawaiian Tropic created a reminder that couldn’t be missed (or sniffed past). Paws for SPF was a sun-safe twist on an everyday essential: poop bags infused with the brand’s iconic tropical scent. Based on the insight that scent drives behavior, the bags became an unexpected but effective way to nudge daily sunscreen use. They sold out in 8 hours and had both dog and beauty lovers talking.
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My role
Led ideation and concepting for campaign creative
Developed overall campaign look and feel
Designed dog bags, packaging and microsite
Art directed stills shoot
Created social channel plan and assets
Collaborated on copy
Supported identification of macro and micro influencers and worked closely with them to develop content and copy for their channels
Creative Partner: Alex Rossetti | Creative Oversight: Sam Wilco | Photographer: Matt Monath