Sun Bum could quite possibly be the cheekiest personal care company this side of the (*ahem) moon. Their endlessly sunny disposition and well-mannered wit are enough to fill the cracks of the most forlorn souls. This tongue-in-cheek conceptual poster series (almost) heightens the brand to cult status.
Bum puns front and center, the #ShowUsYourBum hashtag can encourage a more inclusive approach to the typical depiction of the sun and surf lifestyle. This campaign concept gives equal opportunities to feature bums of all backgrounds—including the elusive man bum, often covered by board shorts as it takes a backseat to the perkier lady bum. In breaking away from oft repeated industry stereotypes, the brand is able to expand its reach, boldly spreading love and sunshine where other surf lifestyle brands dare not go.
Through light-hearted social commentary (or not—it’s all relative), Sun Bum has an opportunity to actively engage with its fans, sparking dialogue.
Concept, Copy, and Design / Abby Miller
Photography / Dixie Dixon, Herson Rodriguez, Unknown