Australia has the highest melanoma rates in the world. mycar Tyre & Auto wanted to help tackle the problem by bringing awareness to a dangerous misconception: that you’re safe from harmful UV inside your car.
The Sunburnt Car became a first-of-its-kind public health education tool, reupholstered in synthetic, human-like skin that visibly “burns” when exposed to UV. Creature effects artists created the material under the guidance of a skin surgeon for biological accuracy - hand placing thousands of hairs, freckles and raised cancerous moles.
The car captivated audiences, generating 168.8 million in earned media reach and boosting brand consideration by 44%. The idea then extended nationwide through UV‑reactive stickers distributed through mycar stores, offering drivers an in-the-moment reminder of risk. The car now continues to spread awareness, appearing at events including the 2026 PGA Championship and the Australasian Skin Cancer Congress.
The Sunburnt Car became a first-of-its-kind public health education tool, reupholstered in synthetic, human-like skin that visibly “burns” when exposed to UV. Creature effects artists created the material under the guidance of a skin surgeon for biological accuracy - hand placing thousands of hairs, freckles and raised cancerous moles.
The car captivated audiences, generating 168.8 million in earned media reach and boosting brand consideration by 44%. The idea then extended nationwide through UV‑reactive stickers distributed through mycar stores, offering drivers an in-the-moment reminder of risk. The car now continues to spread awareness, appearing at events including the 2026 PGA Championship and the Australasian Skin Cancer Congress.
Adage: #1 ad of the week
Featured in Creative Review UK and Contagious magazine.
Featured in Creative Review UK and Contagious magazine.
