The creative idea was simple: sun safety is a sport — and it needs to be exercised like one. To embed that message into culture, we built basketball courts painted with UV-reactive ink. When UV levels peaked, the courts would reveal hidden messages. The sun became both opponent and coach — changing the game in real-time. This creative approach allowed us to communicate a health message without being preachy. It was playful, physical, and totally live. And because it used familiar codes of sport — rules, rituals, gear — we made sunscreen feel like performance prep, not a cosmetic chore. The insight: players trust their gear. So we put sunscreen in the same category as shoes, water, and warm-ups — and changed the rules of the game, one court at a time.