Lucas Sousa Gondim - NIVEA - Face Care

For this campaign, we had to talk about Brazil's favourite facial moisturiser. Since it was created exclusively for the Brazilian market, we were able to dive deep into local culture, using the popular expression “Tá na cara.”

This phrase has multiple meanings: it can mean “it’s obvious” or “it’s in your face,” which allowed us to say things like “It’s obvious that Brazil’s favourite moisturiser is from NIVEA” and “It’s obvious that it’s on everyone’s face.” We also played with its literal meaning — “it’s on the face” — to naturally anchor the campaign in the face care category.

Due to the size (and cuteness) of the product, Brazilians affectionately refer to it as a “Potinho” (which means “little pot”). We embraced this nickname to make the campaign more relatable, more endearing, and 100% Brazilian.

We also reflected Brazil’s fast-paced lifestyle through a custom-made funk-inspired soundtrack, a vibrant mosaic-style visual identity, and dynamic scenes showing the daily routines of different people. The message was clear: NIVEA Potinhos deliver powerful hydration without that sticky feeling — making them the perfect choice for those who seek quality, trust, and real care.

The “Tá na Cara” campaign included a full range of assets across TV, digital, and social media, inviting Brazilians to discover and celebrate their favourite Potinho.