NIVEA SUN, the renowned Sun Care brand, launched the ‘Exposure Control’ campaign to address a growing concern in Dubai: not just the rising cases of sunburn, but the increasing indifference to traditional sun safety messages.
Recognizing that conventional warnings were losing their impact, NIVEA SUN sought a fresh approach, particularly with millennials who are constantly editing photos for social media.
The concept of ‘Exposure’—a term well-known in photography—became a compelling and innovative way to re-engage this audience in the conversation about sun protection.
The campaign utilised real, user-generated images from social media, overlaying the familiar phone camera exposure icon with the NIVEA SUN logo.
This design emphasised the parallel between caring about the exposure in photos and the importance of controlling skin exposure to the sun.
By tapping into a behaviour already ingrained in millennials—curating their online presence—NIVEA SUN delivered a relevant and resonant message that protecting your skin is as crucial as perfecting your photos.
Rodrigo Leal Rodrigues, Publicis One Touch Emerging Markets Executive Creative Director, explains, “We opted for a very simple design for this campaign, using an icon that is instantly and universally recognizable to deliver a simple message effectively. Using sunscreen every day is as easy as taking a picture, and NIVEA SUN is your go-to to keep your skin picture-perfect.”
Through this inventive approach, NIVEA SUN reinforces the importance of sun safety in a way that felt fresh and aligned with the audience’s daily habits. Ultimately, NIVEA SUN reminded everyone that while editing your photos to be picture-perfect is important, keeping your skin picture-perfect with sun protection is essential.
