Lateral thinking from TBWA – A mirrored billboard reflecting a message that can only be seen on sunny days, the message serves as a reminder to protect our skin with sun cream.
Agency: TBWA
Client: Nivea
Original source: Visit
What they say: “Our challenge was to advertise sunscreen when people need it most: under the sunlight. The consumer almost never wear sun screen on a daily basis. The idea was to talk to him when least expected but when he needed it the most: during his time under the sun. We created a message that could only be seen on sunny days. Therefore, we designed a mirrored billboard that used the sunlight itself as ‘ink’. We delivered to the client a simple, non-expensive and creative idea that speaks to the consumer when he really needs a sunscreen, and even better: right when he is close to the point of sale. Furthermore, client’s public image was linked to an eco friendly initiative. Without using paper and with no waste. Through a simple and clever message, the consumer understood that sunscreen should be applied daily. After all, it’s related to the sun, not only to the beach.
We selected strategic points throughout the city where the consumer is caught under the sun, but usually forgets to apply sunscreen. Furthermore, the communication was displayed near the point of sale, and the consumer could buy the product soon after seeing the message Through a simple and non-expensive idea, consumers understood that sunscreen should be applied daily. Especially in a tropical country like Brazil. “
This entry was posted by Matt on Monday, June 14th, 2010 at 1:37 pm and is filed under Advertising. You can leave a response, or trackback from your own site.