The superhero no one knew they needed. Until they got sunburned.
LIDL · Retail
Situation
Cien Sun, Lidl's sun care range, needed to reach a young audience in their own territory — without feeling like a brand interrupting the fun. So we sent a superhero to Primavera Sound to cover them in SPF 50+, whether they asked for it or not.
Situation
Nobody packs sunscreen for a festival
Sunscreen is something you put on once, at home, in a hurry — if you put it on at all. Nobody carries a bottle into a festival crowd, and nobody stops dancing at four in the afternoon to go again.
- 81%
- Have been sunburned
- 12%
- Of men use SPF daily
- 43%
- Forget to reapply
The problem wasn't awareness. It was reapplying.
No one knewthey needed him.Until they gotsunburned.
Solution
We created Cien Sun Man
A superhero whose only mission is to protect festival-goers from the sun. Complete with a custom suit, a giant SPF +50 spray backpack, and the energy of someone who genuinely believes skin protection is a superpower.
81% of young peopleget sunburned.He said no.
Solution
He took over the entrance
At Primavera Sound, Barcelona's most iconic music festival, Cien Sun Man took over the entrance — handing out product, applying sunscreen to strangers, calling out anyone who hadn't reapplied in two hours. All captured on video with influencer Diego Nister, turning the activation into content that felt native to the platform and the moment.
Result
A supermarket brand that showed up at one of Spain's biggest youth cultural moments — and actually belonged there.
The activation worked so well that Cien Sun Man travelled beyond Primavera Sound to Arenal Sound, proving that the best way to sell sunscreen to young people isn't an ad. It's a superhero who won't take no for an answer.
