Protection Ad
Nivea Sun Kids
Issue 32 | September 2014
Agency
FCB Brazil
Creative Team
Executive Creative Directors Joanna Monteiro Max Geraldo Digital Creative Director Pedro Gravena Creatives Victor Bustani Raphael Leandro de Oliveira Andre Bittar Project Director Lia D’Amico Art Buyers Tina Castro Daniel Gonc¸alves Agency Producers Viviane Guedes Ricardo Magozo Creative Technologist Ma´rcio Bueno Technology Team Gerson Lupatini Caio Mello
Production Team
Digital Production Geek Group Graphic Production Edgardo Pasotti Diego Bischoff Art Buyer Tina Castro Daniel Gonc¸alves
Other Credits
Account Team Mauro Silveira Cristiane Pereira Tania Muller Mariana Mozzaquatro Vitor Borragine Planners Rapha Barreto Lia Bertoni Client Supervisors Tatiana Ponce Patricia Picolo Beatriz Vale Lilian Cruz Ana Borges Katia Margy Julia Sabbag
Date
April 2014
Background
Nivea's positioning idea was based on the line 'Nivea protects'. NIVEA Sun Kids and FCB Brazil wanted to find a way to protect more than just kids' skin on the beach.
Idea
The question the creative team asked was, how could a press ad offer real protection to mothers and their children on the beach?
The insight was that when the beach was busy, there was often a good chance that a child could get lost.
To help protect mothers from anxiety and their children from straying too far from safety, the 'protection Ad' was created.
Within the page was a tear-off strip which contained a Bluetooth chip. This bracelet had to be water-resistant and reusable and was designed to last for up to a year.
When synchronised with the mobile app, parents could set a range for their child and then monitor how
far it roamed. The moment it got towards the edges of the geoboundary, Mum was alerted on her mobile.
Results
- Long after the magazine's publication, the ad remained on parents' cell phones and on children's arms for a long time.
- Eight out of every 10 people impacted by the ad downloaded the app.
- The bracelet became an object of desire. NIVEA received several requests for it every day.
Our Thoughts
This won an Innovation award at Cannes but not even a lowly Bronze in the Press Advertising category.
What???? This is one of the most interesting press ads of the last five years showing that digital technology is at last beginning to influence this most traditional of media – if not the most traditional of juries.
It used to be said that digital meant the end of print. Not by a long chalk! It means that the nature of print advertising and DM can change to become like this, more useful, more involving and more memorable.