Nivea Promo, Case study SUN ART by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo

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SUN ART

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Industry Skin Care
Media Promo & PR, Case study
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Creative Director Juliana Constantino, Marcelo Pena Costa
Art Director Gabriel Argenta Resende, Gustavo Bockos, Bruno Ponzini, Isabela Cocuroci
Producer Andréia Cequete
Agency Isobar Sao Paulo
Released January 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: NIVEA
Product/Service: NIVEA SUN CREAM
Agency: AGÊNCIACLICK ISOBAR
Creative Vp: Raphael Vasconcellos (Agenciaclick Isobar)
Creative Director: Juliana Constantino (Agenciaclick Isobar)
Creative Director: Marcelo Pena Costa (Agenciaclick Isobar)
Art Director: Bruno Ponzini (Agenciaclick Isobar)
Art Director: Gabriel Argenta Resende (Agenciaclick Isobar)
Art Director: Gustavo Bockos (Agenciaclick Isobar)
Art Director: Isabela Cocuroci (Agenciaclick Isobar)
Copywritter: Ricardo Barbosa (Agenciaclick Isobar)
Copywritter: Tatiana Jacobson (Agenciaclick Isobar)
Community Manager: Amber Filgueiras (Agenciaclick Isobar)
Producer: Andréia Cequete (Agenciaclick Isobar)
Account Manager: André Chueri (Agenciaclick Isobar)
Media Executive Director: Rose Campiani (Agenciaclick Isobar)
Strategic Planning Executive Director: Bertrand Cocallemen (Agenciaclick Isobar)
Media placement: Viral Advertising - Youtube - 31/01/2012

Summary of the Campaign
Create a highly impactful and engaging Outdoor campaign to differentiate from classical TV & Print Ads

The Idea:
Use the power of the sun to demonstrate Nivea Sun protection efficacy

The Campaign:
Creative and clever, using the environment to produce the desired effect, the billboard was created from 1m, glued 1 by 1 to get different colours during sun exposure. Nivea Sun Protection was applied on some areas of the billboard, demonstrating product’s efficacy as the beads protected from the UV remained white. It was realised with the help of the Brazilian artist Simon Fernandes and it can be seen only during the day in the sun light.

The Situation
Nivea Sun is a waterproof sunblock that acts immediately, and which protects against the sun's ultraviolet rays. It is product with great differentials in a country with so much sun and beaches. Once summer started to come it was necessary to show that when the sun comes up, Nivea Sun leaves you free to live closer to summer.

The Goal
With over 2m views, the making of was the third most viewed video in the entertainment category in February, being the only commercial among them. It surpassed all expectations in spontaneous media: major Brazilian webportals talked about it; it reached a global range by entering the YouTube trends and being quoted by expressive blogs - Mashable, Criative Review, Creativity and Ad Age; and the most interesting data was the retention indices of public attention. Even though it was a video about a brand action, people wanted to know what happened when the sunscreen was applied to the beads and watched the video until the end.

The Strategy
A billboard made with more than 1m beads applied side by side, which only worked with sunlight, and placed in Rio de Janeiro, Brazil's iconic summer city, would already make enough noise, but we also had a great trump card: a making of video to tell the story of this billboard. This video would be naturally viralised by taking the unprecedented nature of the news and using it as a tool to spread the concept of NIVEA Sun for millions of people, over the internet.

Execution
Sunlight + UV Colour-Changing Beads + Nivea Sun = Sun Art

To demonstrate that the Nivea Sun sunscreen actually protects against the sun’s ultraviolet rays, we built a giant outdoor mosaic in Rio de Janeiro, Brazil, composed of 1m white beads that become colourful when exposed to the sun's UV rays. The mosaic was painted in vivid colours depicting a woman in a bathing suit sunning herself on the sand under a scorching sun. The creative advertisement is on display in the sunshine during the day and at night offers a teaser message. During the sunny days the colors are bright, except for white letters that remain entirely white because the artist slathered them with Nivea Sun. At night, without the sun striking the billboard, only the tagline can be seen while the rest of the billboard is blank. The colour returns the next day when the sun rises, except in the letters protected by Nivea Sun.

Documented Results
In addition to the thousands of people who passed in front of the billboard in Rio, the news spread around the world.

Over 2m views on YouTube
15,000 new fans on Facebook
1,700 mentions on social networks.