# Trailing Tree Advertising The Columbia Omni-Shade Ad Promotes Constant Shelter From Rays By Amelia Roblin | Published 2011-03-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/columbia-omni-shade-ad References: [adsoftheworld](http://adsoftheworld.com/media/print/columbia_tree_0) & [columbia](http://www.columbia.com/Omni-Shade/Science_Omni-Shade,default,pg.html) With fear surrounding the harmful effects of sun, campaigns like the [Columbia Omni](https://www.trendhunter.com/trends/engineered-for-whatever)-Shade ad jointly feed those concerns and also offer a solution. Designed by Prolam Y&R of Chile, this [print playfully places](https://www.trendhunter.com/trends/outdoor-advertising-campaign) a stalking tree behind a desert hiker, acting like a constant protector against skin damage. Promoting a range of garments that [block UVA and UVB rays](https://www.trendhunter.com/trends/uv-protective) from reaching the skin, the animated Columbia Omni-Shade ad succeeds to cleverly communicate its product. ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 23% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Sun Protection Fashion:** Disruptive innovation opportunity: Develop revolutionary clothing designs that provide comprehensive protection against UVA and UVB rays. - **Fear-based Advertising:** Disruptive innovation opportunity: Create compelling campaigns that address consumers' fears and provide solutions to alleviate those concerns. - **Playful Print Ads:** Disruptive innovation opportunity: Explore creative ways to visually communicate product benefits and engage consumers through interactive print advertising. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunity: Integrate sun protection technology into everyday clothing to offer consumers stylish and practical solutions. - **Advertising:** Disruptive innovation opportunity: Combine fear-based messaging with creative visuals to capture consumer attention and promote products effectively. - **Print Media:** Disruptive innovation opportunity: Embrace digital interactive elements in print ads to enhance consumer experience and increase brand engagement. ## Related on Trend Hunter - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Sun-Framing Billboards](https://www.trendhunter.com/trends/daily-dose-of-vitamin-d.md) - [Creative Sun Safety Installations](https://www.trendhunter.com/trends/sun-safety-installation.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Heroic Sunscreens](https://www.trendhunter.com/trends/evil-ray.md) - [World-Class Billboard Ads](https://www.trendhunter.com/trends/corona-sun-activated-billboard.md) - [Printed Sunscreen Posters](https://www.trendhunter.com/trends/sun-safety-poster.md) - [Exploration Challenge Campaigns](https://www.trendhunter.com/trends/expedition-impossible.md)