Nivea and agency FCB have a strong history of innovation in the kids' sunscreen category, with past projects includings a bracelet linked to a smartphone app to track sun exposure time, which won the Mobile Grand Prix at Cannes in 2014, and last year's doll that shows sunburn.
Their latest idea comes from South Africa, where FCB Cape Town tackled a major problem with kids' sunscreen -- most children hate having it applied. The agency therefore developed a giant slip and slide for the beach that squirted SPF 50+ water resistant sunscreen at kids as they go down it. The aim was to get kids (wearing goggles) coated in suncreen without the moaning and complaining normally involved -- all the parents needed to do was rub it in. According to the agency, over 100 children had their suncreen applied in one hour -- and if the video is to be believed, they had great fun doing so. And although clearly there can't be a slide for every beach, we can see the idea having possibilties for the likes of pools and water parks.
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