Title	DONT MISS IT
Brand	BEIERSDORF
Product/Service	AWARENESS CAMPAIGN
Category	E01. Social Video
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY
Media Agency	OPTIMEDIA Zurich, SWITZERLAND
Production Company	BIGFISH FILMPRODUKTION Berlin, GERMANY

Name	Company	Position
Anna Wiegand	Jung Von Matt AG	Copywriter
Sofia Christidou	Jung Von Matt AG	Junior Project Manager
Michael Wilde	Jung Von Matt AG	Junior Art Director
Marielle Heiss	Jung Von Matt AG	Senior Art Director
Bastian Tripp	Jung Von Matt AG	Senior Copywriter
Florentin Hock	Jung Von Matt AG	Creative Director
Tobias Perse	Big Fish Fimproduktion GmbH	Director
Philipp Peschlow	Big Fish Fimproduktion GmbH	DOP Lighting Cameraman
Uwe Spiller	Big Fish Fimproduktion GmbH	Executive Producer
Sebastian Cordes	Big Fish Fimproduktion GmbH	Producer
Ann-Kathrin Geertz	Jung Von Matt AG	Client Service Director
Christina Duskanich	Jung Von Matt AG	Junior Art Director
Dörte Spengler-Ahrens	Jung Von Matt AG	Partner/Executive Creative Director
Sarah Dettlaff	Jung Von Matt AG	Junior Art Director
Stephan Giest	Jung Von Matt Ag	Managing Director
An-Fu Ruess	Jung Von Matt AG	Client Service Director
Tanja Tauber	Jung Von Matt AG	Project Manager
Dennis Wendt	Jung Von Matt AG	Project Manager
Charlotte Gross	Jung Von Matt AG	Junior Project Manager

Creative Execution

Prior to the prank, we contacted various families and turned one parent into a decoy. On a set day, the children went with one parent, who was kept in the dark, to the playground. With a hidden camera we waited until the parent reached for their phone and was not paying attention to their child. Exactly in that moment we exchanged their child with a teenage lookalike. The prank video was uploaded to the Swiss NIVEA homepage (www.nivea.ch) and was shared on NIVEA Switzerland's Youtube channel as well as their Facebook fanpage in order to be available to be shared.

Within weeks we generated more than 318.000 clicks on YouTube and 146.300 views in Facebook. Together with owned media channels like the NIVEA website we had over 2.224.000 Ad-Impressions so far. Consumers were positively surprised and purely touched by the viral, referring to the comments on the social digital platforms. Furthermore, we were able to bring a lot of new subscribers to the NIVEA YouTube site and followers to the NIVEA fanpage on Facebook, where the video was shared and positively commented especially by parents.

We have witnessed that parents in the presence of their children are more frequently distracted: They answer e-mails, surf the internet or are on their phone instead of devoting their full attention to their little ones. In the course of the NIVEA cares for families- initivative we wanted to change or respectively raise awareness in the name of the NIVEA brand. The idea: At public playgrounds we pulled a prank on parents filming it with a hidden camera. When they were reaching for their smartphone/tablet/laptop, we swaped their fully- briefed children out with their teenage lookalikes, who were exactly dressed the same as their children. The result: The childen were suddenly grown up. And the parents - very astonished!