Think Different. Marketers wanting to raise awareness of skin cancer in Madrid just carried out an awesome campaign. Instead of using the usual PSA technique of shock and awe, the campaign included 700 ice scultures that were strategically placed throughout the city. The core message communicated by the project: If you stay out in the sun for too long, it will melt your skin. The sculptures didn't take long to melt at all, and it must have been a logistically challenging project for the group. Regardless, they received a lot of press for their campaign and it was visible to many people.
