2011 Winners & Shortlists

Brief Explanation

Our Brand Adventure was simple "Let's leave our packaging where it belongs, in the worlds forested areas." Firstly, rather than just remove the micro packaging we created a robust macro-packaging system; we call the Nivea tree, which could be reused for different SKU's. It’s a beautiful, effective and importantly commercially viable way to present our clients products.

The Brief

Nivea approached the agency to produce an original programme, which would test the markets appetite for non-packaged goods and a more sustainable delivery system. This was be a test project here in Dubai which would be used to help lead the global push for non-packaged goods should the consumer show reasonable demand. We wanted the brand to fulfil customers’ needs rather than impose a top-down change forcing adoption. We would create an engaging experience driven by a hero piece of macro-packaging design that would inform and educate, gather relevant information from consumers and deliver results to push this initiative globally.

How the final design was conceived

We wanted to create an iconic structure which representing the organic DNA of the tree but protected NIVEA's brand equity. The macro-packaging display would open during the day and close in the evening as if reacting to sunlight. Easy access to its fronds allowed SKUs to be displayed in a different way and some of the tubes in could be picked from the NIVEA tree like fruit. Its beatiful modern and reflects a forward thinking move toward sustainability while protected the brand s heritage and power.

Indication of how successful the outcome was in the market

The macro-packaging concept was rated as extremely attractive and effective by 70% of participants. Overall, NIVEA’s proposed initiative for sustainability was very well received and understood, with 80% agreeing this initiative should be pursued both locally and internationally.