Sports content studio, Cut Media are excited to reveal their latest project with NIVEA and British women’s surfing champion Lucy Campbell. The campaign showcases Lucy, NIVEA’s newest ambassador, surfing the waves in her home of Cornwall and exploring the breath-taking landscapes - in a bid to inspire NIVEA’s consumers to take small steps to combat climate change.
Launching on World Oceans Day, 8th June, the film captures how important ocean sustainability is to the world class surfer. Lucy shares her unique perspective on plastic pollution and the dramatic changes she’s seen in the ocean over the past few years alone. “The amount of plastic and things getting washed up into the ocean is just shocking. Not everybody sees those things, day in, day out. We need to realise that it is all of our problem.”
Cut Media is renowned for collaborating with athletes on authentic and inspiring stories for brands working in sport. In this film they work alongside Lucy to capture her amazing skills as she elegantly rides the waves, explores jaw dropping Cornish coastlines, beautiful British sunsets, and highlights the innate power of the ocean. The project showcases nature at its finest and is a powerful reminder of the vital role we have in protecting it.
A sentiment that rings true for NIVEA as the organisation strives to ensure that 100% of NIVEA's packaging will be reusable, refillable, or recyclable by 2025. NIVEA hopes that this film plays a role in driving changes in consumer habits when it comes to bathroom waste in particular.
This latest campaign for Cut Media aligns with their own sustainability pledge. The company has put in place measures to ensure they play their role in delivering progress on climate change, including donating 1% of their revenue to a Non-Profit organisation Protect Our Winters UK and have ensured every member of their team is AdGreen trained. They also plan to create a carbon calculator offering – which will allow clients to work out the carbon output of productions, giving them methods to offset these.
Based out of Glasgow the Cut Media team draw inspiration from the great outdoors. Nivea’s latest campaign marries perfectly with their ethos to drive positive change in the world in which they work and play.
Director Caitlin Black, who shot the project with Cut Media said: “It was a privilege to work on NIVEA’s campaign to launch their sustainability pledges and partnership with Lucy Campbell. I’m proud that we were able to create an accessible yet intimate film that has stop-and-think power whilst reflecting Lucy’s perspective on ocean waste."
Alison Sammons, brand communications manager, NIVEA said, “Cut Media showed us what true experts they are in the creation of sports content, they understood our consumer need right from the start and answered the brief and more by producing a beautiful piece of content that is truly inspiring for our audience.
The film is part of a large social media campaign and will feature within the press, our website and a network of online ads.”
Lucy Campbell said, “It’s an honour to have the opportunity to work alongside Nivea to discuss what I see in our oceans and to make being a part of change seem a little less daunting. Cut Media have been a dream to work and their passion for action sports and the outdoors is so engaging. I’ve loved being included in the creative process to ensure that all of our feelings and the messaging were clear throughout the film.”