With Bionike Defence Sun and InTesta, protection takes on a new dimension.

The new TV ad for BioNike Photoprotection is on air. For a summer with 4D protection for sensitive skin.

There are those of us who love relaxing in the sun and others who can keep still for a single moment. Those who play in the sand and those dive into the water for a long swim. Everyone experiences summer in their own way, in the dimension they prefer. But there’s one need we all share: protecting our skin from the damaging rays of the sun. Because without the right photoprotection, every aspect of our wellbeing is at risk.

That’s the insight at the base of the new communication campaign created by Intesta – Armando Testa Group for BioNike Defence Sun, the 4 dimensional photoprotection, with greater commitment towards safeguarding the marine ecosystem, thanks eco-compatible formulas and packaging designed to reduce the environmental impact.

With the claim “La nuova dimensione della tua protezione” (The new dimension for your protection), the brand explains the innovations in its formula with PRO-Repair 4D patented technology, that combines the extended filter system, guaranteeing broad spectrum UVA and UVB protection, with the exclusive patented NBCS complex, a pool of synergistic approaches.  A combination of cutting-edge technology and dermatological expertise, which has always meant that BioNike is synonymous with care and attention to sensitive and intolerant skin.

The ad features members of a modern family, enjoying a carefree day in the sun feeling totally safe. The mum is relaxing on a lilo shaped like a D in the water, her daughter is flying a kite shaped like a D, the dad is building a sandcastle with his youngest son  – always shaped like a D –and a young girl is diving off a diving board, naturally shaped like a D. Each of them is enjoying the sun in their own way, but all of them are being protected by BioNike Defence Sun.

But BioNike’s photoprotection does not stop at the skin. The environment too is highlighted in the new Defence Sun line: the formulas are biodegradable in sea water and have been tested as eco-compatible while the new recycled and recyclable packaging has been designed taking into account eco-sustainable features. To confirm  their commitment, this year too, BioNike has renewed its support for Worldrise Onlus, in favour of safeguarding the seas, in line with the objectives of the United Nations 2030 Sustainable Agenda.

The ad was directed by William9, and has been on  air since Sunday 8th June in cuts of  20” and 15” on all main television stations. The campaign will be further supported by a large scale cross media planning which will include radio, press, digital and social contents. 

CREDITS:

• Agency: InTesta – Armando Testa Group

• Executive Creative Directors: Nicola Cellemme, Georgia Ferraro

• Creative Team: Chiara Panattoni, Carlotta Gilardi, Mariacarmen Ranieri, Marcello Maiorana

• Client Director: Laura Alberti

• Client Service: Claudia Bartorelli 

• Production Company: Albatros Film