SUNBURNT CAR

“A visceral reminder of UV damage behind the wheel” “They_have smashed what they're trying to do here” “Impossibletoignore” re h e Sun ‘mycar, Australia's largest automotive servicing provider, runs an annual We created the world’s first car upholstered ‘People First initiative to care for drivers, not just their cars. This year, we in hyperreal human-like skin, designed to uncovered a blind spot: while Australians are some of the most educated react exactly as human skin does under UV. in the world on sun-safety due to their extreme UV levels, 70% still This visceral installation turned an abstract believed they were shielded from UV while driving. When in fact some threat into a striking demonstration of car windows stil allow up to 50% of harmful UVA rays to pass through. exactly how harmful UV rays can be-even We set out to make the invisible danger impossible to ignore. through your car window. The Sunburnt Car continues to be a powerful demonstration tool, raising awareness of the in-car sun danger across the country. muycar ~ Execution (Oscar-winning prosthetics house, Odd Studio, engineered the synthetic skin under the guidance of burns surgeon- scientist, Dr Jo Maitz. She consulted with the special effects artists on every detail, from skin type following the scientific Fitzpatrick scale, to hand-placing tens of thousands of hairs, veins, freckles and raised cancerous moles -all crafted in partnership for biological accuracy. BARR The ‘reskinned’ car revealing the true sun danger to drivers and their passengers “The interior reddens when exposed toUV. UV-redftive stickers are now a daily sun muss - profeetion reminder for mycar custot ‘what he f eo“ This is sick] uplift in brand consideration edi post campaign exposure