A Campaign Celebrating Real People
The NIVEA Care is Beautiful Initiative aims to honour individuals in communities who put aside their own needs to care for others and who embody the true meaning of Ubuntu. The meaning of Ubuntu is, " People are not people without others". The commercial was inspired by real life heroes and was a vehicle to tell their stories whilst at the same time shooting in the heroe's homes with the aim of making some improvements that would change and help their everyday lives.
We used digital, public relations and point-of-sale strategies to lead an extensive through-the-line Care is Beautiful campaign that puts the spotlight on three remarkable individuals, whom at first sight are seemingly ordinary but are later revealed as everyday heroes who selflessly care for others.
Storyline:
The Nivea ad features Boitumelo rubbing Nivea into 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.
We also shot three documentaries telling these individuals’ stories.
Gogo Hazel's Story
Michael's Story
Boitumelo's Story