The Only Filter You Will Ever Need
Scope
Art Direction, Retail Experience, Strategy
Client
Nivea Sun
The Insight
Our audience (23-35 years old) widely use filters across social media to eliminate perceived "flaws" and "imperfections". At the same time, they don't consider the harmful long-term impact of the sun's rays on their skin, it's simply not on their radar.
The Idea
We empower our audience by letting them know that Nivea Sun is the only filter they'll ever need. After all, it's literally a UV filter, designed to prevent sun damage and protect their natural beauty. Meaning there's no need for digital manipulation. With Nivea Sun you can simply love your skin.
The KV features a confident woman comfortable in her own skin, she pops out of the phone frame—a visual mnemonic representing the filter interface. Unlike typical filters that blur pores or brighten skin, "Love your skin by Nivea Sun" embraces your natural skin.
Healthy skin forms the foundation of a great appearance, underscoring the importance of sun protection. Hence, protect your skin today with Nivea Sun, the only filter you’ll ever need.
Beach activities are common for young Australians, yet not everyone is fully aware of sun damage. Sun protection should be a part of the daily skincare routine and not an occasional thought. To reinforce the significance of sun protection, our deliverables strategically incorporate educational tips at multiple shopper touchpoints.