Nivea - Creme
People usually overlook the connection with their family due to leaving their hometown to earn for a living in other cities; there's a tension point and people should care their loved ones despite the geographical distance.
For NIVEA CREME, we created an emotional story about care & protection between mother & daughter to build awareness towards NIVEA CREME in China and bring them the tear of joy.
The creative idea is to depict the notion that when we were young, it is quite normal to start the conversation with our moms by saying—”I,” “I’m hungry… I feel cold... I want to go out & play.” But, our moms always start the conversation by saying—”You.” The realization has to be when you grown up and become a mom, then you will finally start the conversation by “You.”