Personal care brand Nivea is getting its summer health message across early this year with the introduction of a Mr Sun character to entertain and educate the public on solar safety.
Nivea Sun has been devised by FCB Inferno VFX studio Framestore, in partnership with Cancer Research UK, to encourage the use of sunscreen when out and about at home – not just when on a summer holiday.
A direct response to statistics showing that one-third of Britons do not apply sunscreen, the campaign tackles a number of widely accepted myths which have been allowed to endure; notably, that cloud offers protection against ultraviolet light and that the sun over British skies is weaker than that over more southern climates.
Adopting a quintessentially British approach the anthropomorphic campaign charts Mr Sun’s bemusement at such mistaken beliefs, before issuing a three-step reminder to seek shade, cover up and apply sunscreen as well as ‘Have more fun with the sun’.
Sharon Jiggins, executive vice president, FCB Inferno said; "The campaign is all about driving behaviour change. Our creative research showed that Brits were behaving responsibly when on holiday abroad, yet underestimating the British Sun. In a step-change from the category norm, Nivea Sun together with Cancer Research UK, want to point out our mistakes in a humorous but also very memorable way!"
Jordi Bares, creative director, Framestore added; "We were briefed to create a new character that would resonate with kids and adults alike. To create Mr Sun from scratch was an epic challenge and we rose to the occasion by creating a loveable character Brits can celebrate their love of summer with, who can also deliver the important message of the campaign.”
The TV and VOD campaign gets underway from today in tandem with dynamic outdoor advertising harnessing live location data to reinforce the safe sun message.
Past sunscreen campaigns have focussed on the holiday market, such as Calypso Sun's partnership with Thomas Cook.