Project Overview:

In 2017, Nivea launched the “White is Purity” campaign, which unfortunately sparked controversy and was eventually pulled. The goal of this project was to take Nivea’s original concept and reframe it in a way that would eliminate the controversy while maintaining the brand’s core message of purity. After conducting thorough research and analysis, the campaign was reimagined as the “It’s Black and White” campaign, focusing on inclusivity, simplicity, and clarity. The new direction was designed to be both impactful and universally acceptable, and was communicated through a series of posters, billboards, and social media advertisements.

My Role:

As the lead designer and strategist, I was responsible for developing a creative solution that reinterpreted Nivea’s original campaign while avoiding any controversial elements. My role involved concept development, visual design, and adapting the campaign across various mediums such as print (posters, billboards) and digital platforms (Instagram and Facebook). I collaborated closely with the marketing team to ensure the final product aligned with the brand’s voice and goals.

Key Features and Contributions:

• Reconceptualizing the Campaign: The original campaign’s theme was adjusted from “White is Purity” to “It’s Black and White,” emphasizing inclusivity and neutrality while maintaining Nivea’s core message of purity.
• Visual Design: Designed modern, clean, and inclusive visuals that embraced diversity and simplicity, creating an easily digestible and visually appealing campaign.
• Cross-Media Execution: Produced a variety of campaign assets, including posters, billboards, and social media advertisements tailored for Instagram and Facebook.
• Brand Alignment: Ensured that the new direction adhered to Nivea’s brand identity and resonated with a broad and diverse audience, maintaining positive brand perception.

Impact:

The “It’s Black and White” campaign successfully rebranded Nivea’s original concept in a way that was well-received by the community. It addressed the concerns raised by the previous campaign while reinforcing the message of purity in a neutral, inclusive manner. The redesigned campaign led to positive engagement across social media platforms, bolstered the brand’s image, and allowed Nivea to regain consumer trust by demonstrating responsiveness and responsibility in its advertising approach.