Spanish agency, Bungalow 25, created a cause marketing campaign that turned the city of Madrid into a huge advertising medium. In Spain more than 700 people lose their lives to melanoma, therefore the purpose of this campaign was educate people on the danger of skin cancer and this fast growing statistic. The idea: Bungalow 25 created over 700 ice sculptures and placed them around the Madrid. Slowly the ice sculptures began to melt and fade away - symbolizing how the sun can take a human life away! Powerful stuff.