What a simple, smart idea.
Taking its insight from child educational methods, rather than traditional advertising persuasion, to great effect. Nivea hit the beaches of Rio to help parents and kids understand the impact of not applying sun block.
They gave away UV sensitive dolls – a boy and a girl one – to the kids on the beach. With a little tube of sunscreen that when applied stopped the doll’s skin going red. Thus providing an engaging way of connecting parent and child to get the behaviour change, not just the message across. In a memorable way.
And it gave the parents some peace and quiet on the beach. A win-win in our book.
By Lee Rolston, Strategy Director, jkr London
Nivea Doll (Cannes Lions Gold, 2015) Agency: FCB
Shadowplay May 25th, 2016, in the afternoon
This is such a great simple idea, certainly deserving of a Cannes Lion,. Exciting to see what JKR win this year!