It featured an ad that ran in a Brazilian magazine promoting Nivea’s sun care range. The ad also included a solar powered mobile phone charger – suggesting that readers could bake in the sun, safely protected by Nivea sunscreen, while their mobile phones charged up.
Created by Giovanni+Draftfcb, it really ticks all the boxes for great advertising. It has talkability, obviously; it’s as far from being an ‘interruption’ as possible, in fact consumers will seek it out; the brand synergies are perfect; and it gave the agency a legitimate excuse to create a film explaining the campaign that features young women in bikinis. A film which is being watched and shared far beyond the reach of the original ad.
Might as well get in now with the rash prediction: if this campaign doesn’t scoop every international award going, including a few for which it isn’t even eligible, then I’ll eat my (sun)hat.
Watch this video for details. Then start coming up with excuses to use when your client from that cleaning products brand starts demanding that s/he wants ‘a Nivea phone charger’ too.