FCB Inferno launched a fun new campaign for Nivea Sun

Cristina Blanaru Ads, Creativity

FCB Inferno launched a fun new campaign for Nivea Sun, in partnership with Cancer Research UK, to encourage the British public to start being safe in the sun, including wearing sunscreen while at home in the UK. With 53% of people claiming they’ve burnt in the UK*, a third of people do not apply sunscreen [1]. It’s clearly not an ingrained habit amongst us Brits. While we flock to our gardens and public parks at the merest hint of sunshine, sunscreen still equals holiday. One of the key reasons for this is simple – we don’t believe the sun in the UK warrants the same respect as the sun abroad. This belief is compounded by a number of widely accepted myths – including that you can’t burn through cloud and the sun is different from that abroad.

To grab the attention of the audience the agency has created a droll new character, Mr. Sun, who entertainingly busts these myths.

In the two quintessentially British films, our hero Mr. Sun’s baffled reaction to people’s misplaced beliefs is the catalyst to rethink their behavior.  A three-step reminder to seek shade, cover up and apply sunscreen finishes off the films with the tagline “Have more fun with the sun” encouraging Brits to enjoy the sun safely.

The film will be on TV and VOD from April 15th as well as dynamic outdoor advertising that will show live location data to reiterate that sun protection is needed at home, as well as abroad.

Directed by Mike Maguire, and produced by Outsider. Mike is best known for his short comedy films and work for brands including IKEA and GoDaddy. Mr. Sun’s character was created by award-winning VFX company Framestore and music by The Futures.

The campaign heralds a tonal shift for Nivea Sun.

Patrick Albrecht, Marketing Director of Northern Europe:

Brits tend to believe that the sun is stronger when they’re on holiday than it is at home behind clouds. Therefore, we needed an attention-grabbing campaign that stands out from the traditional norm of families on the beach, in order to help create a new daily habit.

Sharon Jiggins, Executive Vice President, FCB Inferno:

The campaign is all about driving behavior change. Our creative research showed that Brits were behaving responsibly when on holiday abroad, yet underestimating the British Sun. In a step-change from the category norm, NIVEA SUN together with Cancer Research UK, want to point out our mistakes in a humorous but also very memorable way!

Jordi Bares, Creative Director, Framestore:

We were briefed to create a new character that would resonate with kids and adults alike. To create Mr. Sun from scratch was an epic challenge and we rose to the occasion by creating a loveable character Brits can celebrate their love of summer with, who can also deliver the important message of the campaign.

Credits 

Nivea:

  • Patrick Albrecht – Marketing Director of Northern Europe
  • Sophie Rock – UK Marketing Manager
  • Lydia Wilson – UK Brand Manager

Agency: FCB Inferno

  • Sharon Jiggins – Executive Vice President
  • Kirsten Barnes – Senior Account Director
  • Sabrina May – Senior Account Manager
  • Lucie Newlan – Senior Strategist
  • Owen Lee – Chief Creative Officer
  • Ben Edwards – Creative Directors
  • Guys Hobbs – Creative Directors
  • Stephen Klinck – Copywriter
  • Alvaro Rivera – Art Director
  • Nikki Chapman – Head of Broadcast & Executive Producer
  • Rosie Doherty – Producer
  • Livvy Tidd – Project Manager
  • Sarni Strachan – Senior Designer
  • Rich Bagley – Head of Studio

VFX: Framestore

  • Creative Director – Jordi Bares
  • VFX Supervisor – David Watson
  • 2D Lead – Leo Costa
  • Grading – Steffan Perry
  • 2D Shoot Supervisor – Jason Farrow
  • Senior Producer – Anna MacDonald
  • Production Assistant – Molly Haviland

Production House: Outsider

  • Mike Maguire – Director
  • Steve Elgar – Producer
  • Richard Packer – Executive Producer
  • Matt Chodan – Editor (Gorilla)

Audio: Post-Production

  • Ben Gulvin – Sound Engineer – 750 mph
  • John Canon – Music Supervisor – Mr. Pape

Beiersdorf AG is a leading provider of innovative, high-quality skin care products and has over 135 years of experience in this market segment. The Hamburg-based company has about 19,000 employees worldwide and is listed on the DAX, the German benchmark equities index. Beiersdorf generated sales of €7.1 billion in financial year 2017. Its product portfolio comprises strong, international leading skin and body care brands including NIVEA – the world’s largest skin care brand* – Eucerin, Hansaplast/Elastoplast, and La Prairie. Millions of people around the world choose the Beiersdorf brands every day for its innovative, high-quality products. Further renowned brands such as Labello, Florena, 8×4, Hidrofugal, atrix, Aquaphor, SLEK, and Maestro round off the extensive portfolio. Beiersdorf’s wholly owned affiliate tesa SE, another globally leading manufacturer in its field, supplies self-adhesive products and system solutions to industry, craft businesses, and consumers.

FCB Inferno is one of London’s leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 150 at FCB Inferno. The agency’s clients sit across industry sectors and currently include the UK Government (for which they created the This Girl Can brand), BMW, Huawei, NIVEA, Sky and UEFA. FCB Inferno received two Grand Prix awards at Cannes International Festival of Creativity in 2015 and 2016.

Framestore is an Oscar-winning creative studio that uses innovative talent and technology to create high-end images for every platform. Framestore partners with clients ranging from Hollywood studios through to advertisers, ad agencies, production companies and video game developers. In addition to being recognised for its globally celebrated visual effects, Framestore has more recently made its name as an innovator in the digital space by focusing on the immersive engagement potential of interactive visual effects.

* in the 12months between July 17’-18’

[1] All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 1,110 GB parents of children aged 18 and under. Fieldwork was undertaken between 11th – 12th July 2018.  The survey was carried out online. The figures have been weighted.