Summer heat takes a new meaning in Dubai, with temperatures reaching 45C. The task was a sampling exercise to promote the Nivea Sun range. Since people pay for umbrellas on Dubai's beaches, they placed 50 transparant umbrellas for free. They made people curious enough to take a closer look and when they did, they offered free samples, reinforcing the message: Nivea Sun - All the protection you need. People were very amused as they sat under transparant umbrellas. They all used the sample and the exercise made a connection with the right target audience.
Agency: TBWA\RAAD Dubai, UAE.