How Nivea and Publicis One Touch re-established ‘The Value of Touch’
Nivea and Publicis One Touch triumphed at The Drum Awards for Digital Industries 2022, earning the Most Effective NFT Campaign for ‘The Value of Touch.’ Here’s how the partnership brought the campaign to life.
Clarissa Baldassarri in 'The value of touch' / Credit: Nivea
‘The Value of Touch,’ co-created by skincare brand Nivea and creative agency Publicis One Touch, brilliantly leverages the power of digital advertising and digital art to remind consumers about something undeniably physical: the human touch. In the award-winning campaign, Nivea demonstrates how touch helps vulnerable people 'see' the world.
Advertisement
The brief
Human touch is vital. For example, it drastically improves the quality of life for babies and disabled individuals. But we often take it for granted. Recent research showed that 88% of people ranked sight as being the most valuable sense. It was up to Nivea and Publicis One Touch to counter this trend with ‘The Value of Touch,’ an NFT campaign. How would the team communicate the power of touch to a digital audience, through digital art?
First and foremost, Nivea needed the campaign to buttress its fresh brand platform, ‘Care For Human Touch,’ which was introduced in 2021.
Advertisement
Hear what the winners had to say about their award-winning work above.
The idea
Enter Publicis One Touch, which set out to create free digital art that represents the importance of the human touch. Not only would an NFT tap into a significant cultural moment, the team argued; it could also reach younger consumers, who spend much of their lives online and alone.
By making the NFTs free and therefore accessible to anyone, it compelled viewers to reconsider their perspective of ‘value‘ altogether.
The team commissioned a visually impaired artist, Clarissa Baldassarri, to co-create 15,000 NFTs. In the campaign‘s short film, Baldassarri feels a boy‘s face with one hand and begins drawing with the other. This shows that touch, underappreciated as it is, can be a sight for some. By the spot‘s end, the finished piece is revealed: a compelling line drawing on paper.
Suggested newsletters for you
The results
Within 72 hours of the NFTs‘ debuts, they were sold out, with a large number of people who obtained one being first-time investors in the space. Mentions across social channels were “100% positive or neutral,” according to a statement shared with The Drum. For both parties, this represented just how vital a role touch plays in our lives.
In keeping with ‘Care for human touch,’ Nivea says that it plans to continue to bring in more vulnerable groups to show how vital touch is in their lives.
This campaign won at The Drum Awards for the Digital Industries 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.
Sign up for your
Daily Dose of
Marketing Insights
