NIVEA
NIVEA
With rising right-wing extremism around the world sowing seeds of divide, now is the time to spread the message of compassion, kinship and care - a message synonymous with Nivea.
Nivea x
Omas Gegen Rechts
Print. TVC. Social.
Skin care that’s beyond skin deep.
One of Germany’s most beloved and recognised brands meets a grassroots movement of grandmothers fighting against far-right extremism and for democracy and tolerance.
Care is not just about skin — it’s in the values we pass down. What will you pass on?
The Insight.
In almost all cultures around the world, grandmothers are symbols of love and care. They pass on family traditions, teach you life skills and treat you with affection.
Meet the grandmothers at Omas Gegen Rechts who take this a step further by rallying for a better world for all.
Beyond skin deep: Real skin. Real stories.
Collaborating with the grandmas of Omas Gegen Rechts, we create a campaign with documentary-style commercials, print and OOH ads and socials. We prioritise authentic storytelling— using the power of story to build empathy, connect with the audience, and create impact.
In a time of growing divides, this campaign reminds people that care extends beyond skin—into society, values, and humanity. Just as Nivea products have been passed down through families, so too should values of acceptance and empathy. Let’s make care about more than just skin—let’s make it about humanity.
The Idea.
Moodboard.
Print and OOH.
Featuring photographs of the Omas from OGR and their grandchildren and/or partners. The visual tone is simple, clean, and authentic - not overly edited or photoshopped. Real skin, real people, real relationships.
I choose to care.
Beyond skin deep with Nivea x OGR.
Real and authentic photos of hands: old teaching young hands, passing down skills and values, juxtaposing real skin.
Photoshoot with Omas and their grandchildren and/or partners.
Photoshoot with the Omas from OGR.
TVCs.
Idea 1: The interview.
Documentary-style short advertisements, between 1 minute and 30 seconds. We sit down with Omas from OGR and ask them some important questions: What do you care about? Why? What would you want to pass on to the next generation?
Idea 2: Inciting Incident.
Scripted commercials with the Omas from OGR. Ads with a simple, clean and raw-authentic look and feel, featuring Nivea skincare. Each ad follows the protagonist in their familiar environment (home/coffee shop/ walking to work) as they tell us the story of “the” moment - the inciting incident - that made them actively choose to care. An intimate but brief snapshot into the lives of the women who stand up for a more inclusive, accepting and caring future.
Social.
YouTube: Nivea x Omas Gegen Rechts
Inspired by Variety’s Actors on Actors segment.
Nivea brings Omas from OGR to sit down with each other or with their grandchildren/children/partners and have conversations about what it means to care and why it’s important. These conversations are organic and free-flowing, seeming less like a televised interview and more like an evening Kaffee und Kuchen chat amongst friends or family.
Experiential and community activations.
Live storytelling sessions in bookstores, cafés, and public spaces.
School & university forums for dialogues between students and senior activists.
A special Nivea limited-edition tin with proceeds going toward anti-racism initiatives.
Why this works.
Emotional Connection – Nivea’s brand already evokes nostalgia and warmth, making the message resonate deeply.
German Cultural Relevance – This issue is particularly pressing in Germany’s current political landscape, where debates on immigration, far-right movements, and inclusion are at the forefront.
Brand Image – Reinforces Nivea’s role as a brand that stands for care.
Social Impact – Promotes intergenerational dialogue, unity, and inclusion.
Engagement – Sparks organic conversations, making Nivea part of a meaningful cultural movement.
