FCB Inferno Creates “Mr. Sun” for NIVEA to Entertain and Educate on Sun Safety
New Character and Campaign Help Brits Have More Fun with The Sun
Today, FCB Inferno launched a fun new campaign for NIVEA SUN – in partnership with Cancer Research UK – to encourage the British public to start being safe in the sun, including wearing sunscreen while at home in the UK.
With 53% of people claiming they’ve gotten burned in the UK, a third of people do not apply sunscreen . It's clearly not an ingrained habit among us Brits. While we flock to our gardens and public parks at the merest hint of sunshine, sunscreen still equals holiday. One of the key reasons for this is simple – we don't believe the sun in the UK warrants the same respect as the sun abroad. This belief is compounded by a number of widely accepted myths, including that you can't burn through cloud and that the sun is somehow different from the one abroad.
To grab the attention of the audience, FCB Inferno has created a droll new character, “Mr. Sun,” who entertainingly busts these myths.
In the two quintessentially British films, the hero Mr. Sun's baffled reaction to people's misplaced beliefs is the catalyst to rethink their behaviour. A three-step reminder to seek shade, cover up and apply sunscreen finishes off the films with the tagline “Have more fun with the sun,” encouraging Brits to enjoy the sun safely.
The film will be on TV and VOD from April 15, as well as feature dynamic outdoor advertising that will show live location data to reiterate that sun protection is needed at home, as well as abroad.
The film was directed by Mike Maguire and produced by Outsider. Mike is best known for his short comedy films and work for brands including IKEA and GoDaddy. Mr. Sun's character was created by award-winning VFX company Framestore, with music by The Futures.
The campaign heralds a tonal shift for NIVEA SUN. Patrick Albrecht, marketing director of NIVEA SUN, Northern Europe, said; “Brits tend to believe that the sun is stronger when they're on holiday than it is at home behind clouds. Therefore, we needed an attention-grabbing campaign that stands out from the traditional norm of families on the beach, in order to help create a new daily habit.”
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, wants 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.”
Patrick Albrecht – Marketing Director of Northern Europe
Sophie Rock – UK Marketing Manager
Lydia Wilson – UK Brand Manager
Agency: FCB Inferno
Sharon Jiggins – Executive Vice President
Kirsten Barnes – Senior Account Director
Sabrina May – Senior Account Manager
Lucie Newlan – Senior Strategist
Owen Lee – Chief Creative Officer
Ben Edwards – Creative Directors
Guys Hobbs – Creative Directors
Stephen Klinck – Copywriter
Alvaro Rivera – Art Director
Nikki Chapman – Head of Broadcast & Executive Producer
Rosie Doherty – Producer
Livvy Tidd – Project Manager
Sarni Strachan – Senior Designer
Rich Bagley – Head of Studio
Creative Director – Jordi Bares
VFX Supervisor – David Watson
2D Lead – Leo Costa
Grading – Steffan Perry
2D Shoot Supervisor – Jason Farrow
Senior Producer – Anna MacDonald
Production Assistant – Molly Haviland
Production House: Outsider
Mike Maguire – Director
Steve Elgar – Producer
Richard Packer – Executive Producer
Matt Chodan – Editor (Gorilla)
Ben Gulvin – Sound Engineer – 750 mph
John Canon – Music Supervisor – Mr. Pape
About FCB Inferno
FCB Inferno is one of London's leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 150 at FCB Inferno.
The agency's clients sit across industry sectors and currently include the UK Government (for which they created the “This Girl Can” brand), BMW, Huawei, NIVEA, Sky and UEFA. FCB Inferno received two Grand Prix awards at the Cannes International Festival of Creativity in 2015 and 2016.
FCB Inferno believes the world needs more interesting, and creates interesting ideas for brands that people find emotionally relevant and engage with in deeper, more meaningful ways. Research proves time and again that the more interesting the idea, the more it gets noticed and captures hearts and minds. In a world where we are bombarded daily by thousands of messages, interesting gives you a commercial edge.
FCB Inferno was voted Agency of the Year 2018 at the inaugural Campaigns for Good Awards, as well as the top UK agency promoting good causes for the last two years by The Good Report, ranking third overall in the list of international agencies.
About Beiersdorf AG
Beiersdorf AG is a leading provider of innovative, high-quality skincare products and has over 135 years of experience in this market segment. The Hamburg-based company has about 19,000 employees worldwide and is listed on the DAX, the German benchmark equities index. Beiersdorf generated sales of €7.1 billion in financial year 2017. Its product portfolio comprises strong, international leading skin and body care brands including NIVEA – the world's largest skin care brand – Eucerin, Hansaplast/Elastoplast and La Prairie. Millions of people around the world choose Beiersdorf every day for its innovative and high-quality products. Further, renowned brands such as Labello, Florena, 8x4, Hidrofugal, atrix, Aquaphor, SLEK and Maestro round off the extensive portfolio. Beiersdorf's wholly-owned affiliate tesa SE – another globally leading manufacturer in its field – supplies self-adhesive products and system solutions to industry, craft businesses and consumers.
Framestore is an Oscar-winning creative studio that uses innovative talent and technology to create high-end images for every platform. Framestore partners with clients ranging from Hollywood studios to advertisers, ad agencies, production companies and video game developers. In addition to being recognised for its globally celebrated visual effects, Framestore has more recently made its name as an innovator in the digital space by focusing on the immersive engagement potential of interactive visual effects.
About Cancer Research UK
• Cancer Research UK is the world's leading cancer charity dedicated to saving lives through research.
• Cancer Research UK's pioneering work into the prevention, diagnosis and treatment of cancer has helped save millions of lives.
• Cancer Research UK receives no funding from the UK government for its life-saving research. Every step it makes towards beating cancer relies on vital donations from the public.
• Cancer Research UK has been at the heart of the progress that has already seen survival in the UK double in the last 40 years.
• Today, 2 in 4 people survive their cancer for at least 10 years. Cancer Research UK's ambition is to accelerate progress so that by 2034, 3 in 4 people will survive their cancer for at least 10 years.
• Cancer Research UK supports research into all aspects of cancer through the work of over 4,000 scientists, doctors and nurses.
• Together with its partners and supporters, Cancer Research UK's vision is to bring forward the day when all cancers are cured.