Nivea calls on people to 'Share the Care' during Covid-19 in first work from Publicis' One Touch agency
The agency won the Beiersdorf-owned brand's global account last year
May 07, 2020
In its first new work from Publicis Groupe's One Touch agency since the network was awarded its global account last year, Nivea focuses on caring for others in the time of coronavirus.
The campaign starts with a 90-second spot that shows ordinary people caring for others around the world during lockdown. Set to a cover of "Stand by Me" performed by singer Emilie Gassin in her own bedroom, it includes footage of people delivering food to a neighbor or taking their dog for a walk, a child sending a painting to a relative, someone giving their housemate a haircut and a woman sewing a face mask. It ends with the words: "Thank you to everyone who has shown they care. Let's inspire others to do the same."
The spot was shot by 10 directors globally from their own homes, from cities including New York, Paris, Shanghai and Sao Paulo. It's the starting point for a social media campaign for user generated content, calling on viewers to share videos and photos that reflect their own interpretation of "Small Acts of Care," with the hashtag #SharetheCare.