Nivea obtained from nature

In a wide-ranging campaign, TBWA Zurich produced a whole series of ATL and BTL communication media for Nivea's Pure & Natural product category. Pure & Natural is Nivea's most important launch in 2011. The new skincare line combines mild formulas with the effectiveness of organic ingredients. When creating the campaign, it was important to break away from previous conventions and find new approaches within the framework of the strategy. At the center of the campaign is now a key visual that fully recreates the facial contours from a natural, atmospheric forest scene. The approach that Nivea brings nature to people in its products and thus brings people closer to nature was implemented in various communication media in an eye-catching way. For example, the agency realized a full-page lenticular advertisement in Annabelle, in which the nature scene alternates with the face of a real model when the magazine is moved. The same alternating principle was also used on the banners. Other advertising media included brochures, supplements, fanfolds, counter displays, posters and film animations that were used on e-boards.