When I shared my CMYK Manifesto to Re-Think Print in 2014, this is what I was talking about – x1000! Nivea’s “Protection Ad” created by FCB San Paulo contains a detachable bracelet to put on a child… download an app, synch it to the bracelet and ‘viola beach lo-jack!
Parents can decide how far junior can wander from beach home base, and if that distance is exceeded an alert will go off on your phone. You can then use your phone to follow the signal and find your kid and bring them back into the zone. And because this is meant for the beach, the bracelet is made from “humidity resistant” paper and can be used more than once!
Nivea has an amazing creative streak going with the Brazilians, which makes total sense since sun protection has to be a competitive market there. I have shared their Million Beads Billboard and the Print Ad That Charges Phones Using Solar Energy – but I think this one is now my favorite because it solves a problem that will emotionally tie parents, especially mothers, to the brand… AND is an amazing use of print and apps that will certainly spark the imaginations of creatives everywhere!
Tudo Bom Nivea and FCB San Paulo!
