Cannes Lions

NIVEA DOLL

FCB BRASIL , Sao Paulo / BDF / 2015

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
1 Bronze Cannes Lions
Case Film
Case Film
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Overview

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Credits

Overview

Description

NIVEA is a brand specialized in skincare and is present in a large number of Brazilian households.

Our challenge was to communicate the benefits of skin protection through actions that had potential to create emotional bond with them.

Therefore we developed the NIVEA Doll, a toy that is sensitive to UV rays.

The goal of this action was to change children’s perception of sun block, making parents’ lives easier and thereby strengthening the entire family’s relationship with the brand.

The NIVEA Doll turned the act of applying sunscreen into the most fun children had at the beach. We obtained the response we wanted from them. As soon as they understood how the toy reacted when exposed to the sun, they immediately started accepting sunscreen applications more readily. NIVEA strengthened its image as a partner helping parents protect their children.

Execution

The NIVEA Doll is a toy that is sensitive to UV rays and turns red when exposed to the sun in order to help children learn about the importance of wearing sun block and make parents’ lives easier.The action was conducted at Rio de Janeiro beaches, where we handed out kits containing a UV sensitive doll and a tube of NIVEA Sun Kids sun block.

Outcome

NIVEA Doll turned the act of applying the sunblock into the funniest activity at the beach.

As soon as children understood how the toy reacted when exposed to the sun, they immediately started realizing that the sunblock application is indispensable.

More than that, we’ve reached an amazing level of engagement: children took care of the dolls like their parents take care of them, by the way their parents joined the play as well, and NIVEA Dolls was the success of last summer, and still a very desired toy. More than 500 dolls were distributed, reaching directly more than 700 families and in total more than 30k people at the beaches (in a typical summer day, more than 1Mio people enjoy the beaches in Rio metropolis).

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NIVEA DOLL

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