At a Fashion Week in Miami last month, TBWA/Chiat/Day/New York needed only the name of the product and specialists from Sentinels of Sand
to make a telling point about Nivea's Good-bye Cellulite. According to the agency, the carving/smoothing production took three hours and was up for a supervised 24 to prevent sand vandals from having their wicked way with it. As CD/writer James Cheung notes, this is "a product whose name tells you exactly what its benefit is. There's not much we could've done to screw it up, especially during the most bikini-conscious week of the year in Miami. Turns out keeping cellulite off the body is easier than keeping sand out of your swimsuit."