TBWA Makes Car From Synthetic Skin to Promote Sun Safety

A groundbreaking campaign, 'The Sunburnt Car,' is challenging Australians' perception of sun safety by visually demonstrating the hidden UV dangers faced by drivers daily. Launched by TBWA\Eleven Australia and mycar Tyre & Auto, the initiative aims to highlight that while 92% of Australians consider themselves sun-safe, 72% overlook protection while in a vehicle.

National research commissioned by mycar Tyre & Auto reveals a significant gap between perceived and actual protection. The study found 70% of respondents believe they are shielded from the sun while in a car, despite standard windows not fully blocking harmful UV rays. Alarmingly, 39% incorrectly assume car windows block these rays entirely, leading 65% to neglect applying sunscreen before driving.

This oversight points to a familiar Australian paradox: individuals diligently protect themselves at the beach, in parks, and on hot days, but often disregard the cumulative exposure encountered during routine daily commutes.

To confront this hidden danger, TBWA\Eleven Australia and mycar Tyre & Auto created 'The Sunburnt Car.' The vehicle, completely reupholstered in synthetic skin designed to visibly react to UV exposure, launched at Sydney's Circular Quay, offering a visceral demonstration of cumulative UV risk. As the car's interior is exposed to UV, the synthetic skin "burns," illustrating the damage that often goes unnoticed when it builds gradually over time.

"The idea was to make the invisible UV risk we take every day visible in an un-ignorable – and frankly, unhinged – way," stated TBWA Creative Director Simon Hayes. Fellow Creative Director Archana Murugaser added, "Our incredible partners took the craft to the next level, ensuring every part of the synthetic skin reflected exactly what happens to human skin when exposed to UV."

The campaign's realism was paramount, developed in partnership with Oscar- and BAFTA-winning prosthetic studio Odd Studio and informed by Dr. Joanneke Maitz, a surgeon-scientist in burns and reconstructive surgery at Concord Hospital. Odd Studio meticulously used the Fitzpatrick scale to represent various Australian skin tones, ensuring the interior felt "recognisably human" with individually applied freckles, moles (some resembling cancerous ones), and hair.

Dr. Joanneke Maitz emphasized the often-unseen damage: "Many Australians do not realise that UV exposure in the car creates damage over time, and it can be just as harmful as time spent outdoors if UV levels are high... Although UVB, the main cause of visible sunburn, does not typically penetrate glass, UVA does, reaching deeper layers of the skin where it contributes to long-term DNA damage and ageing." She noted that while window tinting can reduce exposure, driving with windows or the roof open allows the full UV spectrum through.

Adele Coswello, Chief Customer Officer at mycar Tyre & Auto, underscored the company's commitment beyond vehicle servicing. "Our research showed in-car sun exposure is an area where more awareness is needed," she said, highlighting that Australians spend significant time driving annually, ranking behind only the US and Canada. "'Sunburnt Car' was created to bring that message to life in a way that could prompt action."

Adding a powerful personal dimension, Anne Gately, author of 'Sunburnt' and a stage IV melanoma survivor, serves as a campaign ambassador. "As someone who survived stage IV melanoma, I know firsthand how easy it is to underestimate the sun and what it takes to truly protect yourself," Gately stated. "'The Sunburnt Car' makes this danger visible and tangible, and I stand behind a project that could genuinely save lives."

Beyond awareness, the campaign offers a practical solution. Responding to research showing 66% of Australians would find an in-car visual reminder useful, mycar Tyre & Auto is distributing 55,000 free "Sun Spot" stickers nationwide. These UV-sensitive stickers, available at over 275 locations and online, change colour when UV is detected, prompting drivers and passengers to consider protection before exposure builds.

By combining behavioral insight, practical utility, and advanced technical craft, 'The Sunburnt Car' campaign aims to eliminate a national blind spot regarding sun safety in one of Australia's most routine environments.