Oars + Alps

Modern men spend too much time indoors where harsh, artificial lights and too much blue light are clouding their mental health. Oars + Alps is on a mission to get men outside again, where they can play in the sunshine and brighten up their minds, bodies, and overall well being. To remind men how much fun being outside can be we shut down a city street to host a midday dodgeball game. We provided plenty of SPF in the clean-ingredient formulas of their choice, making it safe to spend some good quality time hurling balls at each other and remembering how to jump, like, with both feet, all while basking in the glow of that giant fireball in the sky.

While this campaign is all about getting some sun, the local weather had other plans. To beat the rain our street dodgeball game shoot had to happen a day sooner than expected, injecting even more exuberant energy into everyone planning and playing—energy that translated all the way to Times Square as a ray of pure, men-getting-more-sun happiness.