To help prevent that panic-filled moment, Nivea Sun Kids created a mobile app and technology-laden magazine insert that allows parents to keep track of their kids in busy spaces such as the beach. With "The Protection Ad" FCB Brasil in Sao Paulo created a bracelet that was inserted in Brazilian magazines and works in conjunction with a mobile app that lets parents follow their children’s every move. The campaign provided parents with a valuable utility and lived up to Nivea’s brand promise of protection. It also won the Grand Prix in the Mobile category at the Cannes Lions International Festival of Creativity.

1. 4DON'TS FOR winning a Lion
KCM 2014
Hamburg
grand prix

2. – Account Service Group Summit | Cannes 2013:
“…you only have one chance to do it the first time.
If it works, we can do it even better next time
If it does not work we will learn something”.

3. win win situation
creative wins
agency wins
client wins
brand wins The idea that winning a Cannes Lion is
only good for the Creative team is too
small when compared to the real
TRANSFORMATION that this will trigger.

4. http://www.youtube.com/watch?v=as4B0Zav75I

5. Within the agency, the process is more
complicated, so i decided to split it in 4don'ts

6. 1
DON’T WAIT FOR THE BRIEF
don’t
wait
for
the
brief
–
Not
always
there
is
a
client
brief
provided.
Brands
have
an
integrity,
a
point
of
view,
a
real
truth.
And
you,
as
account
person,
are
the
best
representative
of
the
brand
inside
the
agency.
!
So,
share
your
knowledge
with
your
creative
friends.
!
For
example,
within
the
agency
the
account
team
prepared
a
material
full
of
information
regarding
our
brands,
products,
context,
category
information.
We
left
these
notice
boards
in
the
Creative
ofCice
and
many
of
them
are
still
there
waiting
for
the
click…

8. The idea:
Nivea Sun Kids is
about protection.
!
Parents care about
their children
!
we presented an ad
that care about their
children as well.
!

9. don’t try this alone
2
don’t try to do this alone -
Partnership is key. To nourish
the idea, you should involve
all departments in the
approval process of the idea
with the client.
!
When the creative people
have the respect of the client
it is easier to prove to the
client that the idea is
powerful. So, make your client
and creative guy to really
know each other. Have them
talk to each other.
To study the viabilitity, it is
fundamental to work together
using a project manager and
his tools. At times it can be
necessary to coordinate 4 or
5 suppliers simultaneously
while meeting client
demands. Innumerous
consultations with suppliers
are needed to study the best
form of execution. And from
this, it is fundamental to work
with a talented production
group working within the time
frames and with creativity.
And, do not forget to invite the
media team on your
meetings.

10. !
The challenge:
stable Technology - Beacon
• Thin / Lightweight
• Inexpensive
• long lasting
• Communication (Bluetooth 4.0)
• "embedded" in a magazine as a bracelet.
!
In the right place
• Brazilians take magazines to read on
the beach for a relaxing moments
• waterproof paper
• Detachable and durable.
!
A simple APP:
Sets a security radius.
That communicates with the bracelet
!
beacon technology magazine

11. don’t forget to include all
those that may end up being
involved
3
don’t
forget
to
include
all
those
that
may
end
up
being
involved.
-­‐
The
client
becomes
part
of
the
idea.
Together
we
need
to
understand
any
restriction
related
to
the
execution
of
the
idea.
We
have
to
Cind
solutions
and
discuss
each
of
the
problems
the
client
may
foresee.
!
We
had
to
sit
down
with
the
responsible
for
Customer
Services
and
Public
Relations
to
develop
an
action
plan
in
case
some
internal
crisis
raises.
We
have
studied
30
possible
questions
and
responses
trying
to
pre-­‐empt
customer
services
concern.
Remember:
A
great
idea
changes
the
reputation
of
a
brand
and
the
company
as
whole.

12. senior client,
Marketing team ,
COSTUMER SERVICE TEAM,
Digital &
PR .
+
account & planning team
creative & media team
project manager
rtvc & graphic production team

13. don’t give in to the first “no”
you hear
4
don’t
give
in
to
the
9irst
NO
you
hear.-­‐
Be
careful
with
phrases
like
“it
is
a
conservative
account”,
“the
account
is
too
big”,
“the
account
is
international,
we
have
a
lot
of
guidelines
or
we
don’t
have
sufCicient
funds.
It
is
time
to
test
what
is
an
excuse
versus
how
much
brave
you
and
your
client
are
going
to
be.
To
raise
a
great
idea,
at
times
it
can
take
a
year
of
work,
with
3
months
to
get
the
client
approval,
tons
of
meetings.
And
during
this
time
you
are
going
to
need
to
be
a
Cighter
because
there
will
be
plenty
of
excuse
pushing
to
derail
the
ideas.
!

14. ID Task
Mode
%
Complete
Task Name Duration Start Finish Predecessors
1 0% NIVEA - PULSEIRA 1 day Thu 30/01/14 Thu 30/01/14
2 100% Aprovação cliente 1 day Tue 18/02/14 Tue 18/02/14
3
4 47% ANÚNCIO 54 days Thu 30/01/14 Fri 18/04/14
5 50% Layout 41 days Thu 30/01/14 Tue 01/04/14
6 100% Desenvolvimento do layout 4 days Thu 30/01/14 Tue 04/02/14
7 100% Aprovação e ajustes de layout 8 days Mon 17/02/14 Wed 26/02/14 6
8 100% Produção (foto, ilustração) 2 days Tue 11/03/14 Wed 12/03/14 7
9 0% Tratamento foto e aprovação cliente 3 days Thu 13/03/14 Mon 17/03/14 8
10 0% Finalização e aprovação final 1 day Tue 18/03/14 Tue 18/03/14 9
11 0% Impressão, faca, etc. 10 days Wed 19/03/14 Tue 01/04/14 10
12 81% Beacons 21 days Wed 19/02/14 Mon 24/03/14
13 100% Compra do material 1 day Wed 19/02/14 Wed 19/02/14 2
14 100% Importação do material 9 days Thu 20/02/14 Fri 07/03/14 13
15 100% Desembaraço de importação 3 days Mon 10/03/14 Wed 12/03/14 14
16 0% Recebimento dos beacons 1 day Thu 13/03/14 Thu 13/03/14 15
17 0% Testes dos beacons com aplicativo 2 days Fri 21/03/14 Mon 24/03/14 52;62
18 0% Montagem 3 days Wed 02/04/14 Fri 04/04/14 11;17
19 0% Entrega do anúncio para veículo 1 day Mon 07/04/14 Mon 07/04/14 39;56;18;17
20 0% Produção no veículo 9 days Tue 08/04/14 Fri 18/04/14 19
21
22 0% VÍDEO CASE 54 days Thu 30/01/14 Fri 18/04/14
23 0% Anúncio mockup 1 day Wed 19/03/14 Wed 19/03/14
24 0% Montagem dos mockups 1 day Wed 19/03/14 Wed 19/03/14 10
25 18% Vídeo 14 days Wed 12/03/14 Mon 31/03/14
T W T F S S M T
26 Jan '14 02 Feb '14
Task
Split
Milestone
Summary
Project Summary
External Tasks
External Milestone
Inactive Task
Inactive Milestone
Inactive Summary
Manual Task
Duration-only
Manual Summary Rollup
Manual Summary
Start-only
Finish-only
Deadline
Progress
Page 1
Project: Nivea - Pulseira 5000
Date: Thu 13/03/14

15. – Tatiana Ponce - Marketing Director
"More than a Lion, that it is really important to us and for your side it is super important…
We have business figures to prove that we are also bringing a lot to the company.
It shows that this Lion reflects the improved numbers that we are delivering.
We've just received the BHT (Brand Health Tracking ) wave and we are the brand that grew
the most in all areas of the BHT. We increased the most in likeability and awareness in
media recall. That it is super important to us.
!
So, everything that we are doing is really building together. This represents this work.This is
a beautiful thing to celebrate.: all the parts of the business are doing very well.

16. –Christian Goetz
“Partnership: best in class.”

17. –Woody Allen
“90% of success is based on Simply insist.”

18. thanks
obrigada
danke :)
cristiane.pereira@fcb.com
group account director at fob brazil