The Sun Mum Weather Service

Concept, art direction, design, copywriting, social

2014 Brisbane Advertising & Design
2 Gold, 5 Silver, 5 Bronze

Queensland Health


Creative director, Jonathan Drapes
Copywriter, Oliver Beeston
Director, Charlie Fergusson
Production, Fabric Films
Post Production, The Post Lounge


Sun safety is taught in Australia from a very young age, but as kids become teenagers, their priority shifts from sun safety to a million other things.

Getting teenagers to listen is a challenge and it’s easy to sound super lame. And when it’s the government telling you not to get a ‘tan’ — forget about it.

We created The Sun Mum Weather Service: 95 kilos of love and affection delivering a daily weather forecast to teenager’s Facebook news feeds.

The look and feel, tone of voice and casting were super important. If it feels even a little hokey, teenagers simply won’t engage. I wanted the campaign to have a lo-fi, scrapbooking, so-bad-it’s-good feel — something you’d expect to see from a doting and dorky mother with a beard. I drew inspiration from sites like Reddit and Imgur, as well as 1990’s homemaker magazines. Jonathan Drapes, Oliver Beeston and I co-wrote dozens of scripts for the TVC, online content and daily social posts, tweaking them on the shoot to better fit the talent.

The target of 10,000 subscribers was achieved in less than 4 weeks and during the campaign’s initial run, weekly reach was over 330,000 and online videos views were over 450,000.

Where is it now?
In late 2017 the Sun Mum campaign was finally retired, with over 51.5K Facebook fans and 1.8M YouTube views.

Other projects

Type FacesTypography, illustration

The Simple HangerProduct design

MDA National: Student Renewal AnimationArt direction, animation, copywriting

The Producers: The Right StuffArt direction, design

Typoster: The Best of TimesTypography, Design

A Simple DeskFurniture design

Optus Sport Social: EPLArt direction, design, social

Lurpak Herb and Spice BlendsProduct design, art direction

Lurpak Freestyle TipsConcept, art direction, design, social

Sun Mum Weather ServiceConcept, art direction, design, copywriting, social

Bridge to BrisbaneConcept, art direction, design

Pizza Capers Inferno RangeConcept, art direction, design

QueensPlaza PhotographyConcept, art direction, design

QueensPlaza Food Court RelaunchConcept, art direction, design

Cannes Young Lions FinalistsConcept, creative direction, art direction, design

Junior Paper Craft WebsiteConcept, art direction, design, craft

© Corey Silva 2018