MY BAD

///NIVEA SUN PROTECT&BRONZE

///ROLE: CONCEPT+ART DIRECTION

Nivea was launching a breakthrough in its sun care line: "Protect & Bronze", a product that finally solved the dilemma between sun protection and getting a tan. The challenge was to communicate this "best of both worlds" innovation in a way that was as fresh and original as the product itself.
 

Instead of following the category norm and positioning the sun as the enemy, we did the exact opposite. We turned the sun into an apologetic friend. Our idea was to have the sun itself apologize for all the trouble it has caused over the years.

The centerpiece of the campaign was a music video titled "My Bad." We personified the sun as a charismatic character who sings a heartfelt apology for its past mistakes.

Set to a custom-written track with a distinct indie-rock vibe (a mix of The Smiths and Arcade Fire) the film humorously recreates classic sun-fails, recasting the sun from a villain into a lovable, albeit clumsy, protagonist.

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To bring the sun's apology to life, we extended the campaign into the real world. Our personified sun character went on an "apology tour" to major spots across the city, interacting directly with people. He personally said "my bad" for past grievances and, as a peace offering, handed out samples of the new Nivea Protect & Bronze. The campaign successfully launched the new line by reframing our entire relationship with the sun, turning it from a foe into a friend, thanks to Nivea.