Sun safety advice is widely known: protect your skin, avoid long exposure, adopt the right habits. Yet skin cancers keep rising, with over 100,000 new cases every year in France.
For La Ligue contre le Cancer and DDB Paris, the issue isn’t awareness. It’s attention, and the summer myths people still cling to (“just a bit of sun”, “get nicely tanned for back-to-school”).
So the campaign takes a simple detour: absurdity.
A 3D film shows sausages grilling without noticing the danger, while two friends on the beach casually talk about getting “nicely grilled.” It lands on a line you can’t miss: “We’re not sausages.”
