Parineeti Chopra shows different traits in Nivea Lipcare's digital campaign
Conceptualised by DigitasLBi, the campaign 'Unlock your Sparkle' is centred round different personality facets in a series of six short films. The limited edition range of Sparkle by Nivea's lip care line Original associates each colour with a different trait
Skincare brand Nivea has released its digital campaign titled ‘Unlock you Sparkle’ that has a series of six 30-second films.
The Nivea Original Lipcare’s Sparkle range comes in six different sparkling coloured packaging. This campaign has an innovative story-telling approach to showcase different facets of a person. Each of the films have a different twist and ending as per the type of the personality.
The film ‘Unlock your Sparkle’ starts with Parineeti Chopra in a situation where her bag is stolen. But her reactions and response to this theft differs in all the six films – as per the persona she adopts.
Maximilian Wegener, Head, Nivea Skin Care Portfolio, said, “Nivea Lip Care is known to be the moisture expert around the world and the Original Care Lip Balm is the core of our assortment. In 2018, we wanted to offer an exciting, attractive limited edition to young consumers – six collectible sparkly outfits with Nivea classic original care inside. Right on trend of bling and glitter, these six sparkling outfits are an essential to every girl’s handbag. The campaign is quite unique as it is centred round expressing personality facets. Just like how every personality has multiple facets, our Nivea Lip Care Sparkle Edition has multiple colours. Each color represents a personality trait, be it boldness, creativity, drama, poise etc.”
The film opens with Parineeti Chopra coming out of a door, carrying a cute bag. Suddenly, a figure comes in from the left of the screen and tries to grab her bag and run off. Frame freezes: The Sparkle is unlocked. Parineeti, shocked, has one part of her bag entangled in her hand forcing the thief to stop. Just as she realises what’s happening the thief, once again, tugs the purse towards him. What happens next?
The limited edition range of Sparkle by Nivea’s lip care line Original has associated each colour with a personality trait – bold is red, poised is pink, goofy is green, dramatic is gold, creative is purple and geeky is silver.
Mark Mcdonald, Head of Creative, DigitasLBi, Mumbai, said, “Nivea’s Original Care Lip Balm has always been an essential part of any lip care routine. Now with the new limited-edition sparkle packaging, they are the perfect match to your style and personality as well. Given the level of interaction and personalisation the digital medium offers, it made sense to do a film that allowed each colour and personality type to be explored in a fun way. The key of course was identifying the kind of personality types our TG would resonate with, and then fitting those types to each colour. Shooting the film was a challenge, given the unique format of six endings. But thanks to an amazing performance by Parineeti and great direction, we managed to pull it off well.”
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