An Inspiring Awareness Campaign from NIVEA Sun: The Sun Exposure Balance

Venore Worldwide
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As a global leader in sun care, NIVEA Sun is addressing a pressing issue in Dubai with its innovative campaign, The Sun Exposure Balance. This campaign not only highlights the increasing cases of sunburn but also aims to effectively engage a millennial audience that has grown desensitized to traditional warnings.

Recognizing the influence of social media on millennials, NIVEA Sun developed an unconventional approach to raise awareness. The brand reinterpreted the concept of exposure—an essential element of photography—by linking it to controlling sun exposure and balancing light in photography.

As part of the campaign, the exposure icon on smartphones was combined with the NIVEA Sun logo. This creative design underscores the importance of balancing sun exposure for skin health, just as it is crucial to maintain proper lighting in photography. Developed to align with social media habits, the campaign aims to make using sunscreen as natural as editing a photo.

Rodrigo Leal Rodrigues, Creative Director at Publicis One Touch Emerging Markets, describes the campaign’s creative direction as follows: “We chose a design that is simple yet impactful. Using sunscreen should be as routine as taking a great photo. NIVEA Sun ensures you always look your best by protecting your skin.”

The Sun Exposure Balance campaign leverages the power of social media to deliver a dual message: prioritizing both aesthetic concerns and skin health.
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