Inspired by the success of the NIVEA Dolls initiative last year in Brazil, NIVEA Sun wanted to continue looking for other innovative ways to help parents protect their children from the harmful effects of the sun. And that’s exactly what its agency, FCB Africa, did. This time in Cape Town, South Africa.
The country’s UV radiation is amongst the most extreme worldwide. According to the Skin Cancer Foundation, each year South Africans are diagnosed with one of the highest rates of melanoma skin cancer in the world.
With that in mind, NIVEA Sun and FCB Cape Town developed the Nivea SunSlide, a slip ‘n slide with sunscreen dispensing sprayers that transformed the unpleasant ‘being smeared with sunscreen’ experience into hours of fun.
Mike Barnwell, Executive Creative Director at FCB Cape Town who worked with creatives Jonathan Ollivier and Rowan Foxcroft on the project, explains: “Anyone with kids knows how hard it is to get sunblock on them at the beach.
“So we came up with a custom-made slide that’s designed to spray litres of SPF50+ extra water-resistant NIVEA KIDS sunscreen through hundreds of spray-jet portals, ensuring the entire body is coated in one go.
“Each child received goggles before sliding down to make sure their eyes were completely protected. The NIVEA SunSlide was a huge success, covering over 100 kids an hour. In end, plenty fun was had by all, including a few parents who couldn’t help joining in.”
Draftfcb South Africa – Brett Morris (011) 566-6000
Draftfcb Johannesburg – Alistair Mokoena (011) 566-6000
Draftfcb Cape Town – Eric D’Oliviera (021) 404-0300
Hellocomputer – David Moffatt (021) 404-0300
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FCB South Africa has a reputation for building South Africa’s favourite brands. That’s probably because we consistently produce South Africa’s favourite campaigns. Founded on ideas that truly connect with real South Africans. Ideas that solve business challenges. Ideas that win awards. Ideas that make a difference to our community, our country and our planet. Ideas that matter.
A network of individually run and managed agencies, FCB South Africa offers full service advertising; data analytics and visualisation; corporate identity, way-finding and packaging design; digital; experiential; promotions; public relations; retail advertising and social marketing solutions.