Cannes Lions

NIVEA SUN CREAM

AGÊNCIACLICK ISOBAR, Sao Paulo / NIVEA / 2012

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Overview

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Overview

Description

Create a highly impactful and engaging Outdoor campaign to differentiate from classical TV & Print Ads The Idea: Use the power of the sun to demonstrate Nivea Sun protection efficacy The Campaign: Creative and clever, using the environment to produce the desired effect, the billboard was created from 1m, glued 1 by 1 to get different colours during sun exposure. Nivea Sun Protection was applied on some areas of the billboard, demonstrating product’s efficacy as the beads protected from the UV remained white. It was realised with the help of the Brazilian artist Simon Fernandes and it can be seen only during the day in the sun light.

Execution

Sunlight + UV Colour-Changing Beads + Nivea Sun = Sun Art To demonstrate that the Nivea Sun sunscreen actually protects against the sun’s ultraviolet rays, we built a giant outdoor mosaic in Rio de Janeiro, Brazil, composed of 1m white beads that become colourful when exposed to the sun's UV rays. The mosaic was painted in vivid colours depicting a woman in a bathing suit sunning herself on the sand under a scorching sun. The creative advertisement is on display in the sunshine during the day and at night offers a teaser message. During the sunny days the colors are bright, except for white letters that remain entirely white because the artist slathered them with Nivea Sun. At night, without the sun striking the billboard, only the tagline can be seen while the rest of the billboard is blank. The colour returns the next day when the sun rises, except in the letters protected by Nivea Sun.

Outcome

In addition to the thousands of people who passed in front of the billboard in Rio, the news spread around the world.

Over 2m views on YouTube15,000 new fans on Facebook1,700 mentions on social networks.

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