I can’t remember the last time that an advertisement on Australian television has really made me stop and watch, but Nivea’s new brand awareness campaign ‘Take Care Out There’ has really hit it out of the park when it comes to sunscreen.
They have teamed up with American artist Thomas Leveritt following his (now viral) short film from last year ‘How the sun sees you’ to show us exactly how sunscreen works to protect us from sun damage.
Setting up on the most famous of Australian beaches, Bondi in Sydney, they filmed surfers and beach goers through a UV camera demonstrating powerfully and simply the protective effect of sunscreen.
The sun and the beach are quintessential parts of Australia culture – and not surprisingly in some ways so is skin cancer.
According to the Cancer Council, every year, in Australia:
We’ve all been reminded countless times of the importance of sunscreen, yet often the message about this invisible product that none of us can actually see working still gets lost.
The UV camera brilliantly changes all of that very quickly.
The concept perfectly communicates the emotional and rational benefits of sunscreen together at the same time, and aligns them with the Nivea brand through a unique and thought provoking production that demonstrates a commitment to a greater purpose.