Through this week, we continue our countdown of the best work of the year in TV/Film, Print/Outdoor/Design and Interactive (IX)/Integrated/Social. See all the Best of 2014 so far here.
At #4 in Interactive/Integrated, FCB Brazil conceived this brilliant integrated campaign that made lives easier for beach-going families, for Nivea. It included a print ad that could be turned into a bracelet that parents could place around their children's wrists. The bracelet triggered a mobile app that would alert the parents if their children strayed beyond a pre-set boundary--a perfect way to give mom and dad a chance to kick back on the sand while the little ones went off to play.
Any parent who's ever visited a crowded beach knows that, second to your worries about sunburn, having to keep a constant eye on your kids is also a sure-fire way to make the day less than relaxing. So Nivea Sun, and agency FCB Brazil, came up with a clever idea for the Brazilian market: create an ad that doubles as a device for keeping track of children. The magazine ad contains a strip that can be torn out and used as a bracelet; there's also a code for parents to link to Nivea's smartphone app NIVEAProtege. Once the kid is wearing the bracelet, the app will alert parents if they stray beyond whatever pre-set boundary the parent has selected.
The campaign took home the mobile Grand Prix at Cannes this year. Read the adage.com story for details
For more of the goings on at Cannes, tune into Creativity's "The Best of Cannes."