LOOK Agency creates giant frying pan to warn sunbathers

Ogilvy senior copywriter Andrew Hankin has created one of the largest attractions at this year’s Sculpture by the Sea exhibition on Bondi beach. Sculpture by the Sea is Bondi beach's world's largest free outdoor sculpture exhibition and runs until 9 November.His work, called "We’re fryin’ out here" features an enormous frying pan located right in the middle of Tamarama Beach and is aimed to drive home a sun safety message this summer. This was done for one of OgilvyAction Melbourne's clients - Ego Pharmaceuticals."The powerful message behind the sculpture is intrinsically linked to the values of SunSense. We hope that by bringing this message to life in such a big way will resonate with beach goers to take care at the beach and use broad spectrum sunscreen with a very high SPF, especially with summer just around the corner," Demelza West, SunSense brand manager, Ego Pharmaceuticals said.Ogilvy CEO, David Fox, said: “The strength of the idea for us is that it’s rooted in a cultural tension that exists in Australia, regarding our love of the sun yet our fear of its potential long term consequences. We have supported Hankin every step of the way because we want to drive our talent to deliver big ideas that live in interesting places versus just on a news page or a TV screen.”Ogilvy is part of STW Group, Australasia’s leading marketing content and communications group.