Nivea Sun, a leading sun protection skincare brand, has launched a campaign titled Exposure Control to raise awareness about sun protection for residents in Dubai.
The campaign aims not just to address the rising cases of sunburn, but also the increasing indifference to traditional sun safety messages.
Using the insight that conventional warnings were losing their impact, Nivea Sun sought a fresh approach. The campaign was targeted particularly towards millennials who are constantly editing photos for social media. The brand used the concept of exposure—a term well-known in photography—and turned it into an innovative way with an aim to re-engage its audience in a conversation about sun protection.
The campaign utilises real, user-generated images from social media, overlaying the familiar phone camera exposure icon with the Nivea Sun logo.
The design aims to emphasise the parallels between caring about 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 claims it delivers 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, explained, “We opted for a very simple design for this campaign, using an icon that is instantly and universally recognisable 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,” he said.
Through this approach, Nivea Sun said it successfully broke through the noise, creating a meaningful connection with its audience while reinforcing the importance of sun safety in a way that felt fresh and aligned with their daily habits.
Ultimately, Nivea Sun hopes to remind everyone that while editing your photos to be picture-perfect is important, keeping your skin picture-perfect with sun protection is essential.
