Aveeno's answer to 1,622 Hours of Sunshine? Put TikTok on the big screen

Client: Aveeno

In 2025, the UK recorded its sunniest year on record, 1,622 hours of sunshine. Yet the biggest barrier to daily SPF use wasn't sunshine, it was cloud cover. Consumers routinely skip protection the moment the sky turns grey, wrongly believing SPF is only necessary on sunny days.

To tackle this, Aveeno pioneered the UK's first CPG Out of Phone (OOP) activation, and a global first for TikTok, using dynamic, minute-by-minute weather targeting to change creative in real time based on live conditions. The message was simple: if the ad can respond to the weather, so should your skincare routine. The campaign reached 4 million people (10% ahead of forecast) across 988 screens in London, Manchester and Bristol, and extended full-funnel via TikTok Shop with LookFantastic, connecting brand-building creative directly to purchase.