In this era of constant change and innovation, to truly invent something is quite rare. But the drive to find new paths and opportunities across marketing, media and tech may […]
Ready for a sunscreen-shitting seagull? Sir John Hegarty, co-founder of Bartle Bogle Hegarty and all-around advertising legend, was jury president of the Titanium and Integrated Lions at Cannes this year. And his jury recognized plenty of brilliant work, including the Titanium Grand Prix winner, REI's #OptOutside campaign. But at the press conference announcing the winners, Hegarty didn't open his remarks by talking about the top-notch work. He opened by mentioning a Nivea campaign that was so shockingly wretched, it's a wonder it was entered at Cannes at all. In fact, it's a wonder it's not a parody.
Summer at the beach for parents means the dreaded slathering of sunscreen on their kids. And when the kids want to get out and play in the sand and water, the last thing they want is to stand there while their parents rub sunscreen all over them. Nivea has a somewhat elaborate solution to that problem. The brand created a waterslide—the SunSlide—that dispenses waterproof sunscreen so kids get completly covered while enjoying the sun and playing on an awesome inflatable slide. FCB Cape Town came up with the SunSlide after learning that South Africa has the world's highest rate of skin cancer, per the Skin Cancer Foundation. The massive water slide is equipped with hundreds of spray-jet portals and filled up with 50 liters (roughly 13 gallons) of SPF 50+ waterproof sunscreen to ensure all participants get equal coverage.
When FCB announced last June that it was hiring Susan Credle as global chief creative officer, it marked the end of an era for Leo Burnett as well as a refresh of sorts for the IPG network.
Short of letting a child experience the lingering pain of a sunburn, how can you really teach them the importance of wearing sunscreen? Tell an overstimulated kid to wait 15 minutes for mounds of sunscreen to soak in before they can dive into the ocean and you're basically asking for tears. Nivea and FCB Brazil, last year's Gravity winners in Adweek's Project Isaac awards competition, have come up with one solution for educating kids about the sun in a language they're sure to understand: toys.
CANNES, France—This gorgeous beach town was the perfect setting for the Grand Prix award in the Mobile Lions contest here tonight, as FCB São Paolo took the prize for its ingenious Nivea bracelet that combined print and mobile to track your child on the beach.
Taking your kid to the beach means worrying he or she will wander off when you're not looking. Enter sunscreen brand Nivea and FCB São Paolo with a campaign that basically provides you with a LoJack for your child. Titled "Sun Band," the combination print-and-mobile execution lets you pop a bracelet out of the magazine ad, wrap it around your child's arm, download an app, sync them and set a perimeter. If your kid wanders outside the safe zone, an alarm sounds, so you can go chasing after him or her. (Presumably, if you lose your phone, too, just whip out your tablet and Find My iPhone to recover your gadget, and then your child.) The ad ran in April in select copies of Veja Rio magazine sent to a group of subscribers. The bracelet is supposedly "humidity resistant" and reusable, though one has to wonder how much water it can really withstand. Anyways, it's a fun idea that effectively signals the brand's devotion to protecting your offspring. If you're still not satisfied with the mechanics, you can always do it the old-fashioned way and get a harness and a leash—or, you know, just stay close and pay attention to your child. Adweek responsive video player used on /video. brightcove.createExperiences();
A print ad that uses solar power to charge cellphones? At long last, mankind's prayers have been answered! Giovanni + Draftfcb in São Paulo, Brazil, developed the ad, which includes a wafer-thin solar panel and phone plug, to promote the Nivea Sun line of skincare products.
Beiersdorf, the 131-year-old German consumer-packaged goods firm, today is launching a branded comedy video series dubbed "Just Face It" for its Nivea Men product line, starring actor Damon Wayans, Jr. (Happy Endings) and featuring writer
You’re waiting for the elevator in an office building, minding your own business, perhaps lost in thought. The door slides open and, wham! You’re confronted by a scene of intense violence as two men grapple on the floor of the cramped car, fists flying. One combatant slips a cord around the other’s neck and pulls it tight, choking the life out of his adversary.