NIVEA Derma Control is a new clinical antiperspirant targeted at people who suffer from hyperhidrosis, or extremely heavy sweating.

In our press and outdoor executions, we brought the heavy sweaters' inner voice of doubt to life with a long-copy monologue, sowing doubt about the activity a typical heavy sweater would want to do - but that would also trigger their sweating issue.

Initially, we considered a spray of antiperspirant forming a large, 3D "SHHHH" blowing apart the monologue. After experimenting with several executions we settled on a purely typographic execution.

We created our SHHHHH deodorant spray coming in as a spray of individidual S'es and H'es, forming a cloud of antiperspirant that disrupted and drowned out the text flow of negative monologue.