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String Beauty suntan lotion creatively demonstrates the effectiveness of its product with bikini-clad women made out of venetian blinds. One could call them the shady ladies of the beach.

The faux wood shutters cut in a female silhouette are pulled closed and bronzed, but yet provide the necessary protection from the scorching rays, as the tagline ‘Optimize the Sun’ encourages.

The cheeky campaign was created by the JWT ad agency in Paris with creative directors Ghislain de Villoutreys and Olivier Courtemanche.