Cannes Mobile winner case study: Grand Prix: Nivea bracelet helps parents track kids

23/06/2014

Nivea’s Sun Block ad won the Mobile category at the Cannes Lions International Festival of Creativity. This case study looks at how the brand embraced the growing trend for an ‘Internet of Things’.

Nivea's "Sun Block Ad," created by FCB Brasil, came in the form of a magazine ad that contained a strip that could be torn out and turned into a bracelet for your child.

A special app, Nivea Protégé, linked to the bracelet and let you set a distance that your child could wander before an alarm was triggered. The ad was placed in magazines that went to young moms living near Rio de Janeiro's beaches.

Jamie Robinson, jury president and exec creative director of Pereira & O'Dell, said that this idea was one that "universally lit [the jury] up like a bunch of Christmas trees." She called it the "perfect marriage of the right media delivering the right utility, delivering the right brand message and the right time and place. "It was a really cool blend of some of the oldest mediums in the world," she said.

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