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. Read More