Lucy Campbell
Putting sustainability at the heart of NIVEA’s first athlete partnership
Athlete activation
When a brand wants to make waves with its latest ambassador announcement, finding a unique angle matters.
For seven-time British Champion surfer Lucy Campbell’s announcement as a NIVEA athlete, we explored her deep connection to our oceans and her passion for making sustainable change to protect them.
Protecting where we work and play is hugely important to us at Cut Media, so telling this story perfectly fits our sustainability mission. All we’d need to do is find an underwater camera operator brave enough to film in chilly springtime Cornwall.
Making it happen
The best athlete stories come when we collaborate closely with the individual.
Lucy was involved with us from the start, her ideas forming the backbone of the personal story told through this announcement, with a particular focus on sustainability. A bonus turned out to be the location. Lucy’s home in Cornwall offered unrivalled natural beauty and only enhanced the personal angle of the story. Having her friends and family as part of the shoot also added to the film’s strong feeling of connection with Lucy.
Avoiding unnecessary travel and using a small team also helped limit this project's carbon impact, which is vital for Lucy, NIVEA, and Cut Media.
The outcome
Taking advantage of some fantastic weather, this visually stunning video told the story of Lucy’s connection with her home environment and how that plays such a big part in her life.
Bringing in specialist surf camera operators allowed us to get close to the action, capturing Lucy’s skill against an imposing backdrop of powerful waves.
The result? A beautiful, heartwarming athlete announcement that perfectly kicked off NIVEA’s partnership with Lucy.
