Industry
Consumer Packaged Goods (CPG)
Objective
As the Official Sunscreen of the US Open, La Roche-Posay set out to position Anthelios UV Pro-Sport sunscreen as a true performance essential — backed by a DOOH campaign that extended the brand’s presence far beyond the grounds.
Results
The campaign’s strategic placements and bold, tennis-inspired visuals turned its sun safety message into a visually striking, culturally relevant activation, translating into clear gains across key brand metrics.
Key Product
Demand-Side Platform (DSP), Vistar Creative Studio
Game, set, sun safety
As the Official Sunscreen of the 2025 US Open, La Roche-Posay amplified its presence beyond the grounds through a digital out-of-home (DOOH) campaign designed to showcase Anthelios UV Pro-Sport sunscreen as a performance essential.
Strategic placements and tennis-inspired creative helped carry the brand’s message across New York City, making sun protection an unmistakable part of the US Open atmosphere.
A strategic serve
The campaign combined a sharp product focus with bold, memorable visuals to cut through the city’s bustle. Creative and messaging connected with tennis enthusiasts and athletes to promote the importance of photoprotection on and off the court.
Grand slam reach
The campaign was activated across high-traffic New York City venues, reaching fans in the days leading up to and during the US Open. Subways, urban panels and malls ensured the brand connected with audiences wherever they were moving throughout the city, positioning Anthelios UV Pro-Sport at the center of the US Open experience and cultural conversation.
The art of the court
Vistar Media’s Creative Studio brought the creative to life, producing both static and 3D assets.
The static execution featured La Roche-Posay’s global brand ambassador and US Open champion, Jannik Sinner, linking the brand directly to the world of elite sport. The messaging, “Advanced sun protection” and “Stays put when you’re active,” reinforced the product’s performance benefits, while supporting the brand’s goal of making sun safety second nature off the court.
The 3D creative transformed the tennis court into a visual metaphor for performance and protection. Leveraging the iconic blue-and-green color scheme of the US Open court, the animation tapped into the prestige, intensity and sun exposure associated with professional tennis.
At the center, the Anthelios UV Pro-Sport tube commanded attention, symbolically taking the place of a player to reinforce its role as a performance essential. A subtle La Roche-Posay–branded tennis ball also added a playful touch, seemingly leaping out of the screen and into the real world to create a memorable, attention-grabbing moment.
Beyond the screen
Building on the city-wide DOOH presence, La Roche-Posay’s on-site sun safety booth offered a tangible next step for audiences. Attendees could pick up complimentary sunscreen samples, receive free skin checks from board-certified healthcare providers and learn sun-safety tips from dermatology experts.
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Rallying results
The campaign’s strategic placements and bold, tennis-inspired visuals primed US Open attendees for the on-site experience, while also extending La Roche-Posay’s reach city-wide. This approach brought the brand into the wider cultural moment surrounding the US Open, resulting in clear gains across key brand metrics:
- +5% lift in awareness
- +14% lift in consideration
- +10% lift in purchase intent
The 3D creative elevated the campaign further, outperforming static assets across every engagement metric. Over 55% of exposed consumers said the visuals made the product more appealing, while 45% noted they immediately grabbed attention.
Together, these results show how a strong DOOH strategy anchored in culturally resonant, attention-grabbing creative can take a sports sponsorship to the next level — creating a memorable brand activation that resonates far beyond the event.