• Situation

NIVEA’s brand recognition is connected to its iconic blue tin. But with the 100+ years of heritage comes an ageing consumer base.

• Brief

Develop a campaign that positions the rich texture and formula of NIVEA Crème as the extra care your skin needs when it is placed under stress.

• Objectives

The objective was to reposition thebrand and make it relevant for the millennials audience by tapping into their interests and needs. The campaign also had to build brand positioning and help launch the new brand strategy globally. The business objectives were to drive sales of NIVEA Crème by creating penetration into a new target audience.

The film connects, in a visceral way, with Elena’s personal journey from orphan with big dreams to a proud Aymara woman who can “touch the roof of the world.”

We purposefully created long wide-angle shots that communicate the vastness of the landscape and juxtaposed them with intimate close-ups that draw you into Cholitas’ world. Most of the camera movements are push-ins to create the sense that you are going on the journey with them. The shots were scheduled to catch the sun at a ¾ side light to add depth to the colours of their traditional skirts and create contrast between the land and sky. We worked at altitudes of 4000-5000m, it was tough, but with handheld slow-motion we created a sense of elevation, of floating between the mountains. This communicates that this is their happy place, where they feel a sense of freedom and purpose.

‘The Climbing Cholitas’ is part of a digital film campaign running in multiple markets around the world. It is scheduled to continue running throughout 2024. We have reach and engagement results for the markets where it launched first, but it is too early to gauge changes in behaviour, brand perception or achievement against objectives.

In several European markets the campaign has delivered impression results up to 60% higher than benchmarks. Video views in these markets are on average over 30% higher than expected, with one market over-delivering by an incredible 146% where it was watched by 78% of the population. We are continuing to monitor the success of this campaign.