Work ROUND LAB
A review written by the sun.
‘Found You’ Birch Juice Moisturizing Sun Serum Campaign in California and New York
- CLIENT
- ROUND LAB
- SCOPE
- Creative & Strategy · Production
- ON AIR
- 2026.04.01 ~ 04.30
- MARKET
- US · California, New York
- CHANNEL
- Meta (Instagram · Facebook)
A Meta campaign introducing ROUND LAB's new Birch Juice Moisturizing Sun Serum to consumers in California and New York. Planning, direction, filming and post-production for three vertical films: a 20-second main film and two 15-second films.
Challenge
US consumers already knew ROUND LAB, but the new sun serum was an unfamiliar product. The campaign was timed to Olive Young Global's April promotion. The films had to grab attention in the first three seconds of Reels and Feed, and fit the benefits (light, non-sticky, no white cast) into one short story.
Insight
Every sun care ad tells people to avoid the sun. Sunlight that slips through a gap in drawn curtains, or bounces off a mirror and follows you when you turn your head, is something everyone has experienced.
Idea
The sun, the enemy in sun care ads, became the narrator. It follows through the gap in the curtains and into the mirror, calling out ‘Found you.’ Then it finds the sun serum, gets flustered, ends up listing the product's benefits itself, and backs off with ‘…I got nothing.’ The end line reads ‘Feels like nothing. Blocks everything.’
Meta Brand Lift Study, 2026.3.31~4.30 (US local time), confidence level of 90% or higher
Always open
to something new.
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