Role: concept & art direction | Client: Nivea | Agency: TMF
Goal: Raise the awareness of Nivea within girls between 13 and 20. Increase the emotional bond with the target group and come up with an activation campaign that fits the “The Show Is Yours” theme.

Insight: The only place where girls can really be themselves is their own bedroom.
Apart from that, it is also the place where they would use Nivea Visage Young.

Concept: A dance competition for young girls, using their own bedroom as a stage. They can upload their movie on The girls who get the most hits on internet, are asked to perform their dance routine on ‘’. A live TV show, broadcasted daily and hosted by Nikkie Plessen. 

Results: ‘Kamerdansen’ (Roomdancing) was the best scoring microsite on TMF, after the popular
‘Wakker worden’ (‘Wake Up’)
Media: TV format, idents, internet, commercial
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