Bronze Badge
Spending a lifetime outside leaves older men with tan lines that tell the story of where they’ve been.
Vacation celebrates those marks as proof of a life well lived, turning tan lines into a badge of honor earned through years of hard work, play, and time in the sun.
Vacation helps them keep earning their bronze while protecting the skin underneath it.
Introducing the Bronze Badge.
The Team
Annika Johnson, Art Director
Griffith Pool, Art Director
OOH
These placements bring older men into the Vacation brand in the sun-soaked cities they love. The work celebrates their years in the sun and makes their stories visible where vacation happens.
Social
We want to include older men in Vacation’s social imagery, positioning them as an authentic and visible part of the brand’s audience rather than an overlooked demographic.
On the Beach
Older men with their Bronze Badges hit the beach to celebrate their hard-earned tan lines, awarding beachgoers their own Bronze Medal with a Vacation sunscreen sample.
Vacation’s popular Palm Report, released through Poolsuite, is reimagined as an AARP-style print magazine alongside ads placed in publications like AARP, Reader’s Digest, National Geographic, and Consumer Reports.
On the Sea
Vacation teams up with Margaritaville at Sea to bring Bronze Badge to life.
Onboard a Margaritaville at Sea cruise, the Vacation Bronze Games turn classic grandpa pastimes like cornhole, cannonballs, grilling, and lawn-chair setup into an absurd, Olympic-style competition.
