Suncream billboard-ad only reveals when the sun comes out!

Luckily the summer finally arrived in Gent :)! It’s time to go to the beach and to enjoy the sun.

However don’t forget to use suncream! But how can you promote the effect of suncream to your target group as a marketer?

I think this billboard from NIVEA is quite a good example. It’s an innovative billboard in Rio de Janeiro which was created by the artist Simon Fernandez. The picture consists of about 1 million white beads which react to the UV rays of sunlight! 

At night, the billboard shows a white surface. And during the day, the beads react with the UV light of the sun. They become coloured and reveal a picture of the beach to communicate the product.

During the sunny days the colours are bright, except for white letters that remain entirely white because the artist slathered them with NIVEA suncream! 

The letters show the slogan “Viva o verao de perto” which means “make the most of summer”.

Here you can see the video which shows how this great billboard was created. 

More than 2 million people watched this youtube video which leads, beside the billboard campaign, to an additional promotion of the NIVEA SUN products.

I really like this idea of NIVEA and I’ve never seen something like that before. I think it demonstrates the effect of their suncream in a creative way and it really catches the attention of the people.

Rebecca Engesser