Creative Consultant - GRAPHIC DESIGN - Thermochromatic Tattoo Lead
ON-field BRAND ACTIVATION + DIGITAL
SKILLS
summer 2024
ADVERTEAM
The challenge
Kick off summer with a youth-leaning activation that turns sun protection into behaviour and not just theory.
Drive awareness and brand affinity at a live music festival.
Our insight
Millennials and Gen Z expect more than product demos, they seek interactive, shareable and meaningful experiences.
Music festivals are ideal cultural touchpoints for seasonal engagement.
The concept
We built a bright beach-hut-inspired space at La Prima Estate in Lido di Camaiore.
The hero mechanic was a thermochromatic temporary tattoo that changes colour to signal when to reapply SPF. Around it: quick skin-health prompts, playful wayfinding and social-friendly touchpoints.
Luca (👨🏼💻) in this project
The activation offered several activities and I took full ownership of the thermochromatic tattoo stream from concept to production.
concept developement
Proposed and developed the NIVEA SUN Thermochromatic Tattoo: a temporary tattoo that changes colour when it’s time to reapply SPF.
Defined social touchpoints: content prompts, “reapply” cues, micro-signage and shareable moments.
GRAPHIC DESIGN
Designed the custom tattoo graphics.
Results
Strengthened NIVEA SUN’s positioning as youthful, fun and mostly skin-conscious.
Strategic awareness boost on timely reapplication of sunscreen.
Thousands of interactions across the 3-day festival.
Thermochromatic tattoo became the most shared activation element.
Takeaway
The on field activation proved that sun protection messaging can be educational, aesthetic and interactive when integrated into the lifestyle of the audience.
A perfect showcase of how design and creative insight can elevate brand impact in the field.