The campaign ‘Take Care Out There’ hopes to educate on the dangers of sun exposure without protection, and a video has been developed in cooperation with the British artist Thomas Leveritt, using UV camera technology to show how easy it is to protect the skin and enjoy the sun without concern.
“Our studies have shown that many consumers don’t use sunscreen because they have no idea about the effects UV light has on our skin and how sunscreen products work,” says Sylvia Latimer, Vice President Nivea Skin Care Beiersdorf AG.
The video is to appear online and on TV, produced with the assistance of FCB Hamburg, and is shot on an Australian beach, inviting sun worshippers to check their skin as the UV images reveal what is underneath, showing sun damage.
Beiersdorf has been using this technology for some time already in the research and development of its sunscreen products, and decided to team up with Leveritt and his idea to make the ‘invisible visible’, in order to increase awareness in a simple visual way, and explain how easy it is to protect skin with sunscreen.
“The UV technology vividly shows that the use of sunscreen products makes all the difference in the world and is a worthwhile investment in the future of your own skin,” says Dr Frank Schwanke, Head of Research & Development Nivea Sun.
“Thomas Leveritt uses UV cameras in order to show how sunlight changes the skin and how easy it is to minimize the danger of damaging skin with the right sunscreen,” adds Michael Lessmann, Corporate Marketing Director Nivea Sun.
“In it he interacts with the people in front of the camera and captures their authentic reactions that really get under the skin.”
Leveritt came onto Beiersdorf’s radar in August 2014 after his ‘How the sun sees you’ YouTube video reached over 14 million people on the social platform within a month.
Both Nivea and Leveritt say they are already overwhelmed by the positive reception during the shooting of the video for the campaign.
“In the past year I reached a lot of people with my video,” says Leveritt. “But through the collaboration with a large partner like Nivea it could become a lot more.”