Nivea Sunscreen Advertisement Can Only be Seen With Sunlight

By: Katherine Vong - Published: Feb 9, 2012 • References: facebook & brandingmagazine
The skincare brand Nivea has rolled out an innovative campaign in Rio de Janeiro, Brazil, to promote Nivea sunscreen products. The billboard can only be seen when the sun is shining!

How is this possible? Well, agency AgenciaClick Isobar enlisted the help of artist Simon Fernandez, who used about 1 million little white beads that change color when exposed to the sun's UV rays to create a giant billboard image. The image is of a lady sunbathing at the beach, with the tagline "Viva o verao de perto" ("Make the most of sumer"). The tagline itself is all white and covered with Nivea sunscreen -- at night, only the tagline can be seen while the rest of the billboard is blank. Stats for Solar-Activated Billboards Trending: Older & Average
Research: 2,911 clicks in 224 w
Interest: > 3 minutes
Concept: Nivea Sunscreen
Related: 49 examples / 38 photos
Segment: Neutral, 12-55
Comparison Set: 18 similar articles, including: physical contact campaigns, candid carefree photography, and controversial cleanser campaigns.