In order to to raise awareness about skin cancer, JWT Dubai handed out beach towels to sunbathers in Dubai. 300 coffin-shaped black towels were handed out to sunbathers in the name of UAE organization Friends of Cancer Patients.
Yes, these towels were black and cut in the shape of coffins. Yep, coffins.
The towels were imprinted with the saying, “Over-exposure to the sun causes skin cancer killing 20 people every day. Protect yourself.” A bit of a shock value promotional product, but still effective nonetheless.