2016 Winners & Shortlists

Brief Explanation

Nivea Creme is an iconic product that connects generations: it was invented together with its tin 100 years ago and was the first industrial crème in history. Despite a long tradition Nivea confirms to be, even today, a brand able to evolve along with the society, to interpret and sometimes to anticipate trends and new habits. Always devoted to innovation with a strong attention to consumers, Nivea stays true to itself claiming its historic commitment in creativity and consumer wellbeing, re-affirming its iconographic codes and its values: the desire to take care of people and families.

The Brief

Nivea asked for a special campaign for a special date: the Mother’s Day in Dubai, on the 21st of March. The objective of the campaign was the reinforcement of the new positioning of its most important product Nivea Creme: the closeness between mother and child.

How the final design was conceived

We made a print ad. Then we stuck a special disc on it that readers could simply remove and insert under the cover of their Nivea Creme. The disc was made with a phosphorescent material, so it absorbed the day’s light every time you opened the tin. When dark, you just needed to put Nivea Creme slightly opened on the child night table: like magic, it started to glow softly helping the child to fall asleep sweetly. The polymerization in the print process neutralises any risk related to the presence of the chemical ingredients contained in the inks.

Indication of how successful the outcome was in the market

The disc we created helps mothers to face the issue of the beddy-bye time, in a very simple way. You just need to remove it from the ad and put it under the cover of your Nivea Creme tin. It is made with a phosphorescent material that absorbs the day’s light every time you open the tin. So, when night comes, just leave the tin slightly opened on your child’s night table: it will start to glow softly. Through this scented nightlight the child will continue to feel the mum’s presence, falling asleep sweetly and stopping her worrying.