MIRROR by Lew'Lara\TBWA Sao Paulo for Nivea

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MIRROR

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Industry Skin Care
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Executive Creative Director André Laurentino
Creative Director Felipe Luchi, Victor Sant'anna, Manir Fadel, Luciano Lincoln
Art Director Pedro Rosa Leo Burnett Tailor Made
Copywriter Roberto Kilciauskas
Account Supervisor Michele Michel
Released April 2010

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: NIVEA
Product/Service: NIVEA SUN
Agency: LEW'LARA\TBWA
Executive Creative Director: Andre Laurentino
Creative Director: Felipe Luchi/Manir Fadel/Luciano Lincoln
Copywriter: Roberto Kilciauskas
Art Director: Pedro Rosa
Account Manager: Daniela Leão
Account Supervisor: Michele Michel
Advertiser's Supervisor: Maria Laura Santos
Date of First Appearance: Apr 12 2010 12:00AM
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL

Description of Ambient execution
To advertise a sunscreen when people need it the most: when they are under the sunlight, we created a message that could only be seen on sunny days. Or at the most important time to use the product. Therefore, we designed a mirrored billboard that used the sunlight itself as “ink”. We selected strategic points throughout the city where the consumer is caught under the sun, but usually forgets to apply sunscreen. Furthermore, the communication was displayed near the point of sale, and the consumer could buy the product soon after seeing the message.