Nivea promoted “Good-Bye Cellulite cream” during Miami Fashion Week by placing couches in strategic places in South Beach. Half the couch is dimpled, the other half smooth. For those who’ve never had to worry about cellulite, it’s a condition that occurs in men and women (although much more common in women) where the skin of the lower limbs, abdomen, and pelvic region becomes dimpled after puberty.
The Nivea couch campaign was developed at TBWA\Chiat\Day, New York, by creative director/copywriter James Cheung, art director Peter Unger, production manager Joni Adams, account supervisor Emily Stanford.
The couches were construceted at Dune, New York. Hand lettering was done by Andre Trenier.