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Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Digital / 2015

Parents know that Nivea's sun care products protect children's delicate skin. To demonstrate another way in which Nivea can help keep kids safe, FCB São Paulo created a new kind of print ad, featuring a detachable bracelet with a built-in locator. After fitting it onto a child's arm, the Nivea Protege app could be paired with the bracelet, enabling mothers to keep track of their kids. Parents could set distance limits and receive alerts when children move beyond them. The bracelet is also resistant to humidity and could be used more than once. The ad was targeted toward young mothers that own smartphones, live near Rio de Janeiro's beaches, and subscribe to Brazil's biggest magazine.

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