In today's world, we express our feelings using emojis on social media.

We decided to give a name and a face to the annoying sensation of smog on the skin, and thus, the Smoggy Face was born. Then, we banished it with Nivea Urban Skin.

In the teaser phase, Giorgia Palmas and several influencers posted selfies with the special emoji covering their faces, introducing the hashtag #NoSmoggyFace. They asked their followers if they had ever experienced their skin looking grayish due to smog. A few days later, these influencers shared new selfies alongside the products from the Nivea Urban Skin range, where the Smoggy Face had been replaced by a smiling emoji.

Giorgia Palmas and four top influencers (Beatrice Valli, Giulia Gaudino, Alice Campello, Martina Luchena) received a special package containing the product line and a palette with the Smoggy Face. They spontaneously created more than 20 content pieces for their channels, particularly using IG Stories.

Social Video Hero

In our video, Giorgia Palmas, dealing with the Smoggy Face during her daily city routine, regains her smile thanks to the product.

Social

To support this campaign, we designed a comprehensive social content plan, including videos, posts, and GIFs, for Nivea's Facebook and Instagram channels.
This content featured teaser GIFs, a Facebook video cover, carousel videos, video memes, product videos, static product posts, Instagram stories videos, and Instagram stories with images.

During a press day, journalists and influencers received a special package with the product range and a palette featuring the Smoggy Face on one side and the Smiley Face on the other, encouraging them to create new content with the #NoSmoggyFace tag.

OOH

We wrapped up the campaign in an eco-conscious and sustainable way.

The stage was Milan's bustling Piazza San Babila, right in the heart of the city, where a massive 400-square-meter billboard adorned with a special fabric known as The Breath was unveiled. This revolutionary material, harnessing the power of the surrounding air, not only absorbs smog but also stands as an emblem of eco-sustainability.

Results