Protection is Human
“Protection is Human” – I love this headline of the communication campaign today.
It’s developed by ad agency “Jung von Matt Hamburg” for Nivea Sun Kids.
The campaign is build around the powerful insight that protecting those we love is one of the most fundamental human instincts.
Instead of presenting the functional benefits of this sunscreen product, the campaign is using in non-standard way the metaphor of the shadows.
The key visuals present the oversized shadows of the parents at the beach as a natural shield for their children from the sun.
In this way, the campaign shifts the conversation from what the product does to why people use it.
This tuns the sunscreen into symbol of the care, love and responsibility of the parents.
And this positions the product as a partner in one of the most universal expressions of care: protecting children.
The key visuals, presenting smiling children, the beach setting and the protective shadows communicate in fact:
And one of the biggest advantages of this creative approach is that the product supports the story, instead of interrupting it.
And here are the key visual.
Enjoy!
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