In an effort to enlighten kids who normally couldn’t care less about wearing sunscreen while running around on the beaches of Rio de Janeiro, Nivea–with the help of FCB Brasil–decided to use the little ones’ moms and a couple of cute dolls to raise awareness. With the Nivea Doll, brand and agency essentially turn kids (ages 3 and up) into caretakers thanks to a UV-sensitive product that essentially gets sunburned.
Regarding the Nivea Doll effort (which is a follow-up to the Cannes Mobile Grand Prix-winning “Protection” ad that also promotes the Nivea Sun Kids line), FCB Brasil creative vp Joanna Monteiro says:
“Protecting and caring is something we learn from an early age. This emotional bond is what this NIVEA action offers. Through the magic of technology, children can see the sun’s effect on the skin of the doll.”
No word yet if the sunscreen-friendly dolls will be mass-marketed, but perhaps we’ll just have to wait for the next phase of the campaign to find out.
Agency: FCB Brasil
Creative VPs: Joanna Monteiro and Max Geraldo
Creative Directors: Adriano Alarcon and Carlos Schleder
Digital Creative Director: Pedro Gravena
Art Directors: Ricardo Silveira, Rodrigo Leal Rodrigues and Victor Bustani
Copywriters: André Bittar, Giampetro Zanon and Marcelo Jun Sato
Art Buyers: Tina Castro and Daniel Gonçalves
Illustrations: Estúdio Ícone
Graphics Production : Diego Bischoff, Manoel Roque and Paulo Rogério de Oliveira
Media: Alexandre Ugadin, Sergio Broto and Rachid Antun
Technology: Gerson Lupatini and Marcio Bueno
Client Services: Mauro Silveira, Cristiane Pereira, Tania Muller, Mariana Mozzaquatro and Vitor Borragine
Planning: Raphael Barreto, Frederico Steinhoff, Alice Alcantara and Stephanie Day
RTV: Charles Nobili, Ricardo Magozo Magozo and André Fonseca
Image Production: Piloto
Direction: Daniel Soro, Alexandre Chalabi and Paula Brandão
Client Services: Roberta Frederico, Natalia Souza and Ariane Esteves
Production Coordinators: Mariana Guerra and Fernanda Ragazzi
Post-production Coordinator: Nayla Kols
Composition: Alessandro Gerace
Editing: Luiz Eduardo Doria, Rodrigo Resende and Abner Palma
Post-production: Piloto
Sound Production: Satélite Áudio
Conductors: Roberto Coelho and Kito Siqueira
Production and Post-production: Equipe Satélite
Client Services: Fernanda Costa and Marina Castilho
Client Approval: Tatiana Ponce