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. We were briefed to launch the product, with leading markets in Europe and Brazil. The 360 creative campaign includes TVC, digital and social elements, press, outdoor and digital radio, including Spotify. It had a budget of €788 000.

Our insight was that heavy sweaters suffer not only physically, but psychologically - from a fear of sweating, which holds them back from enjoying life. Playing on the sound of the product's spray, our antiperspirant allows them to "SHHHHH" away that familiar inner voice of doubt that pops into their heads whenever they want to enjoy themselves and enjoy situations and activities that inevitably trigger their sweating problem.

Our typographic-only press ads and posters convey the idea of silencing the inner-voice of doubt that holds back heavy-sweaters from enjoying life.

The SHHHH sound of the deo negating the inner voice long copy is the key element in the executions, our challenge was design it in a way that is arresting. Once the copy was refined, we extensively experimented with the SHHHHH in different iterations, from CGI typography to abstract bold shapes. The process was long but it showed us that the simplest approach was the best, borrowing from the type of the long copy to create our SHHHHH deodorant spray from individual S'es and H'es, forming a cloud of antiperspirant that disrupted and drowned out the flow of negative monologue. And by juxtaposing these two blocks of type, moiré patterns were created. Usually considered an optical mistake to be avoided, we ended up embracing them.

The NIVEA Derma Control campaign is currently rolling out in Europe and Brazil and we do not have data/learnings to provide at this time.