There are people who sweat - and then there are heavy sweaters for whom ordinary deodorants simply don't do the job.

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

Our insight was that heavy sweaters don't just suffer from the physical act of sweating but also from the fear of sweating, which holds them back from enjoying life. Playing on the sound of the product's spray, our antiperspirant allowed them the "SHHHHH" away that inner voice of doubt that popped into their heads whenever they wanted to enjoy themselves.

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, before being SHHHHHed away by our product.