Nivea 'Care is Beautiful'
CSI Campaign
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A Campaign Celebrating 'Real' Everyday Heroes
The NIVEA Care is Beautiful Initiative was created to honor real individuals who embody the spirit of Ubuntu—the African philosophy that "a person is a person through others." These unsung heroes put the needs of others before their own, demonstrating selflessness and care within their communities.
CSI Campaign
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A Campaign Celebrating 'Real' Everyday Heroes
The NIVEA Care is Beautiful Initiative was created to honor real individuals who embody the spirit of Ubuntu—the African philosophy that "a person is a person through others." These unsung heroes put the needs of others before their own, demonstrating selflessness and care within their communities.
Inspired by the incredible stories of real-life heroes, the campaign became a platform to share their journeys.
To truly celebrate these remarkable individuals, they featured in commercials filmed in their own homes, where NIVEA made small yet meaningful improvements to enhance their daily lives. Through a blend of digital, public relations, and point-of-sale strategies, the campaign spotlighted three extraordinary individuals. Though their lives may seem ordinary at first glance, their selfless actions reveal them as everyday heroes making a profound difference in the lives of others.
To truly celebrate these remarkable individuals, they featured in commercials filmed in their own homes, where NIVEA made small yet meaningful improvements to enhance their daily lives. Through a blend of digital, public relations, and point-of-sale strategies, the campaign spotlighted three extraordinary individuals. Though their lives may seem ordinary at first glance, their selfless actions reveal them as everyday heroes making a profound difference in the lives of others.
Supporting a Global Sustainability Vision
The campaign is part of NIVEA’s global ‘We Care’ sustainability strategy, which aims to strengthen families worldwide by promoting values of closeness, trust, and responsibility.
The campaign is part of NIVEA’s global ‘We Care’ sustainability strategy, which aims to strengthen families worldwide by promoting values of closeness, trust, and responsibility.
As part of this concept, Duduza Serenades, a 35-member children’s choir from Ekhuruleni, provided the background melody. The choir is composed mainly of orphans, giving them an opportunity to shine and share their voices with the world.
Empowering Young Talent
NIVEA championed growth within the local creative industry through this initiative. A NIVEA employee, Nomfundo Mpati, wrote the commercial’s script, while the assistant director and on-set production assistant roles were given to emerging young professionals, offering them valuable real-world experience on set.
The campaign beautifully intertwined community empowerment, sustainability, and storytelling to celebrate those who care deeply for others.
NIVEA championed growth within the local creative industry through this initiative. A NIVEA employee, Nomfundo Mpati, wrote the commercial’s script, while the assistant director and on-set production assistant roles were given to emerging young professionals, offering them valuable real-world experience on set.
The campaign beautifully intertwined community empowerment, sustainability, and storytelling to celebrate those who care deeply for others.
Storyline Highlights:
The NIVEA television commercial features Boitumelo lovingly rubbing NIVEA cream on her baby’s skin, only the baby is her sister’s and she adopted him after her sister tragically passed away shortly after child birth.
Michael is teaching his son how to tie his tie, but in reality the child is part of the community-based program for which Michael, an orphan himself, is a mentor.
Finally, there’s Hazel, an elderly lady who empowers young women to become self-supporting by teaching them how to sew, knit and work with beads so that they can make a living.
To deepen the connection, the campaign also included three documentary-style films that delved into these inspiring stories, showcasing the power of care and community.
The NIVEA television commercial features Boitumelo lovingly rubbing NIVEA cream on her baby’s skin, only the baby is her sister’s and she adopted him after her sister tragically passed away shortly after child birth.
Michael is teaching his son how to tie his tie, but in reality the child is part of the community-based program for which Michael, an orphan himself, is a mentor.
Finally, there’s Hazel, an elderly lady who empowers young women to become self-supporting by teaching them how to sew, knit and work with beads so that they can make a living.
To deepen the connection, the campaign also included three documentary-style films that delved into these inspiring stories, showcasing the power of care and community.
The Care is Beautiful Initiative highlighted how NIVEA products complement the human values of care and compassion, creating a lasting emotional connection with consumers while celebrating the unsung heroes who truly live the meaning of Ubuntu.
Teazer commercial
Gogo Hazel's Ad
Michael's Ad
Nivea gives back TV commercial featuring Boitumelo
Click through to the documentary-style films at the end of each ad
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Credits:
Design & Art Direction: Jo Theron
Script Writer: Nomfundo Mpati (NIVEA employee)
FCB/1886