Best of 2014 #4 Interactive/Integrated: Nivea Kid-Tracker Ad Is Awarded Mobile Grand Prix

Press Ad Turns into Bracelet That Links to Smartphone App

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Editor's Pick

Through this week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.

At #4 in Interactive/Integrated, FCB Brazil conceived this brilliant integrated campaign that made lives easier for beach-going families, for Nivea. It included a print ad that could be turned into a bracelet that parents could place around their children's wrists. The bracelet triggered a mobile app that would alert the parents if their children strayed beyond a pre-set boundary--a perfect way to give mom and dad a chance to kick back on the sand while the little ones went off to play.

Original Post:

Any parent who's ever visited a crowded beach knows that, second to your worries about sunburn, having to keep a constant eye on your kids is also a sure-fire way to make the day less than relaxing. So Nivea Sun, and agency FCB Brazil, came up with a clever idea for the Brazilian market: create an ad that doubles as a device for keeping track of children. The magazine ad contains a strip that can be torn out and used as a bracelet; there's also a code for parents to link to Nivea's smartphone app NIVEAProtege. Once the kid is wearing the bracelet, the app will alert parents if they stray beyond whatever pre-set boundary the parent has selected.

The campaign took home the mobile Grand Prix at Cannes this year. Read the adage.com story for details

For more of the goings on at Cannes, tune into Creativity's "The Best of Cannes."

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About

Credits
Date
May 01, 2014
Agency:
FCB - Brazil
Client:
Nivea
Executive Creative Director:
Joanna Monteiro
Executive Creative Director:
Max Geraldo
Digital Creative Director:
Pedro Gravena
Copywriter:
Victor Bustani
Creative:
Raphael Leandro de Oliveira
Creative:
Andre Bittar
Digital Production:
Geek Group
Art Buyer:
Tina Castro
Art Buyer:
Daniel Goncalves
Photographer:
Lucio Cunha
Image Treatment:
Boreal
Graphic Production:
Edgard Pasotti
Graphic Production:
Diego Bischoff
Graphic Design:
Companygraf
Technology:
Gerson Lupatini
Technology:
Caio Mello
Project Director:
Lia D'Amico
Creative Technologist:
Márcio Bueno
Production Company:
Edit2
Director:
Rodrigo Fleury
Account Production:
Daniela Andreade
Finishing Producer:
Priscila Prado
Animation:
Rodrigo Resende

See more credits

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