{"id":120073,"date":"2026-07-07T17:21:11","date_gmt":"2026-07-07T17:21:11","guid":{"rendered":"https:\/\/www.europesays.com\/canada\/120073\/"},"modified":"2026-07-07T17:21:11","modified_gmt":"2026-07-07T17:21:11","slug":"melanoma-canada-and-rethink-reimagine-retro-beach-culture-with-the-sun-cover-a-uv-protective-book-sleeve-designed-to-help-canadians-read-safely-in-the-sun","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/canada\/120073\/","title":{"rendered":"Melanoma Canada and Rethink Reimagine Retro Beach Culture with \u201cThe Sun Cover\u201d\u2014A UV-Protective Book Sleeve Designed to Help Canadians Read Safely in the Sun"},"content":{"rendered":"

Melanoma Canada and creative agency Rethink are bringing a retro beach icon back to life\u2014with a life-saving twist. Introducing The Sun Cover: an oversized book sleeve designed to flip the script on the infamous, sun-worshipping tanning reflectors of the 1970s. But instead of baking your skin, this universal shield uses UV-reflective tech to bounce harmful rays completely away from your upper body while you read.<\/p>\n

Skin safety is a growing crisis. Melanoma cases have more than tripled over the last three decades, with a 17% spike in diagnoses in recent years alone (McGill University Health Centre<\/a>, 2025). Yet, recent data shows that three-quarters of Canadians still lounge in the peak midday sun, and many skip sunscreen entirely.<\/p>\n

\u201cWe\u2019re proud to flip a traditional tanning reflector on its head and modernize it into a sun cover that helps Canadians enjoy their books while safely enjoying the sun,\u201d says Falyn Katz, CEO of Melanoma Canada. \u201cAt Melanoma Canada, we are dedicated to educating Canadians on this largely preventable disease, and hope the Sun Cover reminds us all to enjoy time outside with care.\u201c<\/p>\n

\u201cThe Sun Cover captures the current obsession with retro-cool nostalgia and turns it into a public health intervention,\u201d says Mathieu Lacombe, Creative Director at Rethink. \u201cWith its striking design, it\u2019s a visual statement with purpose.\u201d<\/p>\n

The Sun Cover features a massive 30-inch adjustable design that fits almost any book or e-reader while creating a personal shade canopy. The premium UV-reflective material blocks and diverts radiation away from the face, neck and chest. It\u2019s portable, lightweight and folds down easily into a beach bag, ensuring that your summer reading list doesn\u2019t come with a side of sun damage. The umbrella-inspired pattern makes its purpose clear visually: providing protection for readers lying directly under the sun, whether on beaches, in parks, by pools or elsewhere.<\/p>\n

Rethink led on strategy and creative. The campaign launches in early July and will continue to show up throughout the summer across various touchpoints.<\/p>\n

Canadians can visit thesuncover.ca<\/a> for a chance to win their own Sun Cover and join the sun safety movement.<\/p>\n

\"\"<\/p>\n

Credits List (English)
Client: Melanoma Canada
Executive Creative Director: Xavier Blais
Creative Director: Mathieu Lacombe
Art Director: Victor Pierre
Copywriter: Laurent Tremblay
Producer: Edith Cayer
Account Director: H\u00e9l\u00e8ne Royer
Head of Public Relations: Meredith Burns
Public Relations Director: Chenda McKissick
Public Relations Director: Anais Tsang
Public Relations Manager: \u00c8le Thibault
PR Coordinator: Christina Avril-Dieudonn\u00e9
PR Coordinator: Ricardo Felix
Clients:
Falyn Katz, CEO
Jane Axford, Sr. Director Marketing
Photo:
Production House: Shoot Studio
Photographer: Gabrielle Lacasse<\/p>\n","protected":false},"excerpt":{"rendered":"Melanoma Canada and creative agency Rethink are bringing a retro beach icon back to life\u2014with a life-saving twist.…\n","protected":false},"author":2,"featured_media":120074,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[40776,6626,6628,6629,17,40777,40778,40779,40780],"class_list":["post-120073","post","type-post","status-publish","format-standard","has-post-thumbnail","category-canada","tag-the-sun-cover","tag-agency","tag-brands","tag-campaign","tag-canada","tag-melanoma-canada","tag-rethink","tag-retro-beach-culture","tag-uv-protective-book-sleeve"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts\/120073","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/comments?post=120073"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/posts\/120073\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/media\/120074"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/media?parent=120073"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/categories?post=120073"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/canada\/wp-json\/wp\/v2\/tags?post=120073"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}