Nivea Magazine Ad Really Protects With Removable Bracelet That Tracks Your Child on the Beach

Print and mobile work together

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.


Client: Nivea
Agency: FCB Brasil, São Paulo
Executive Creative Directors: Joanna Monteiro, Max Geraldo
Digital Creative Director: Pedro Gravena
Creative: Victor Bustani, Raphael Leandro de Oliveira, Andre Bittar
Digital Production: Geek Group
Art Buyers: Tina Castro, Daniel Gonçalves
Photographer: Lucio Cunha
Image Treatment: Boreal
Graphic Production: Edgardo Pasotti, Diego Bischoff
Graphic Design, Development: Companygraf
Media: Alexandre Ugadin, Tiago Santos, Sergio Brotto, Rachid Antum, Caio Melo
Project: Lia D’Amico
Technology: Gerson Lupatini, Caio Mello
Creative Technologist: Márcio Bueno
Account: Mauro Silveira, Cristiane Pereira, Tania Muller, Mariana Mozzaquatro, Vitor Borragine
Planners: Rapha Barreto, Lia Bertoni
RTV: Viviane Guedes, Ricardo Magozo
Production Company: Edit 2
Director: Rodrigo Fleury
Account Production: Daniela Andreade
Finishing Production: Priscila Prado
Animation: Rodrigo Resende, Eduardo Brandão
Composition: Eduardo Brandão
Editor: Rodrigo Resende
Finishing Production: Edit 2
Audio: Satélite Audio
Sound Producer: Equipe Satélite
Audio Account: Fernanda Costa, Marina Castilho
Client Supervisors: Tatiana Ponce, Patricia Picolo, Beatriz Vale, Lilian Cruz, Ana Borges, Katia Margy, Julia Sabbag

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.