Nivea asked for a special project for a special date: the Mother’s Day in Dubai, on 21st March. The objective of the project was the reinforcement of the new positioning of its most important product, Nivea Creme: the closeness between mother and child. The idea is based on the insight that everyday mothers are close to their children in many ways, but when night comes, they can’t stay with them anymore. We decided to transform their NIVEA CREME tin into a vehicle of their love, that keeps them close to their children even after bedtime.

The project reinvented and amplified a very traditional media, through a direct link to the product that extends its usage possibilities. This print ad lives beyond the magazine, finding its way into the relationship between mother and child, because now the Nivea Creme tin can easily become a nightlight. Like this, the product is also a vehicle of mum's care during the night, so that children can feel her presence even if she is not close to their beds. And mums really appreciated it, considering that Nivea received – and continues receiving – several requests for more.

The media team has been involved in the process contacting the magazine production and integrating the phosphorescent disc in a traditional ad page, as the best way to easily deliver the idea.

The most relevant target of Nivea Creme are mums, who are very sensitive to any issue related to their children and expect from NIVEA a sharing of values and an active role in their relationship. So for their day (21st March), we decided to reach them, targeting one of the most important magazines specifically dedicated to mums in Dubai: Hello Middle East.