Nivea - Rethink Soft

Historically, the word “soft” has gotten a bad reputation, being considered synonymous with weakness or being “less than”. For a brand that’s long promised softness, we created a campaign that stood for something more than just a product benefit. The Rethink Soft campaign launched October 2020, championing the power of soft and all of its incredibly inspiring, yet often overlooked, attributes.

Agency: FCB NY / CCO: Ari Halper / ECD: Gabriel Schimitt / Senior Art Director: Waner Almeida