Lucy Campbell
Putting sustainability at the heart of NIVEA’s first athlete partnership
The challenge
When NIVEA teamed up with their first athlete ambassador, Lucy Campbell, finding the right angle for the campaign was crucial. The challenge was to create a compelling and authentic story that not only introduced Lucy as a NIVEA athlete but also highlighted her journey, values, and passion for surfing.
The insight
We uncovered that Lucy Campbell’s connection to the ocean wasn’t just about surfing; it was deeply personal and rooted in a genuine passion for protecting marine environments. This aligned naturally with NIVEA’s sustainability mission, giving us a human truth to build the campaign around: when we protect what we love, our stories become more powerful.
The game plan
Our creative strategy was to tell Lucy’s personal story through the lens of protecting our ocean. By framing her journey and values around her love for the sea, we forged a narrative that was not only unique but also resonated with both Lucy and NIVEA’s audience.
Bringing it to life
The best athlete stories come from close collaboration. By filming across two days in Lucy’s home of Cornwall, featuring her friends and family, and capturing her in her natural environment, we crafted an accessible yet intimate film that has stop-and-think power whilst reflecting Lucy’s perspective on ocean waste.
The results
The announcement film was a visually stunning and intimate centre-piece to Lucy’s partnership with NIVEA. The campaign’s relatable nature resonated strongly with the audience, deepening engagement and NIVEA’s link to ocean sustainability and protection.
The extra mile
We delivered a range of assets to fit seamlessly into NIVEA’s wider paid media and sustainability comms strategy. Extending the campaign’s impact beyond the one hero piece.
“Cut Media showed us what true experts they are in the creation of sports content, they understood our consumer need right from the start and answered the brief and more by producing a beautiful piece of content that is truly inspiring for our audience."
Alison Sammons Brand Communications Manager, NIVEA
