‘Burnable Billboards’ reveal risks of sun exposure in real time
By James Herring on Tuesday, June 24, 2025
Wonderhood Studios and The British Skin Foundation have launched a new DOOH campaign that shows the impact of UV rays on different skin tones in real time.
Called ‘The Burnable Billboard,’ the campaign runs across Ocean Outdoor screens in London, Southampton and Manchester.
It uses live UV data to gradually change close-up images of healthy skin to show realistic sunburn and blistering effects as UV exposure increases throughout the day.
The creative work combines AI technology developed by The Gardening.club with medical input from dermatologists.
Starting with high-quality skin imagery, the team created thousands of AI-generated frames to simulate the progression of sun damage in a visually striking and medically accurate way.
The campaign is backed by new research from The British Skin Foundation, which found that 38% of Brits had already been sunburnt during spring. Despite the risks, only 27% of people are taking proper sun protection measures.
Stacey Bird, executive creative director at Wonderhood Studios, said: “We’re hoping the campaign will remind Brits that we still need sun protection, even if we think we don’t ever see the sun.”
