NIVEA Asks Us to Use Technology to Bring People Together in New Competition

NIVEA is launching Co-Lab, a creative crowd-sourcing platform, with a brief to entrepreneurs, tech start-ups, universities, design academies and even the general public keen to put their creative muscles to the test, to come up with smart, innovative, technology-based solutions to the lack of care in the world right now. We carry our whole world in our pocket (studies show that people find forgetting their phone as stressful as a trip to the dentist), but the rise of digital do-it-all means society is more and more disconnected from real, human interaction. 

NIVEA Co-Lab, in collaboration with Cheil London, are reaching out to London, Sao Paulo and Seoul to pitch their techie ideas, with the lucky finalists from each city being mentored by creatives, strategists and tech experts to fine-tune the ideas. They'll then be flown out to Hamburg to attend a live pitch at the Beiersdorf HQ, with a winner from each city being awarded £10,000 and the chance to see their idea produced and brought to life.

Beiersdorf Head of Global Digital Activation, Matt Marlow, is convinced that this approach will generate exciting new thinking: “When it comes to creativity, we recognise that good ideas can come from anywhere. So we’re reaching outside of our normal approach to creative development and are involving the very communities who use our products to tell us what we should do.” We’ve carefully chosen the countries based on their reputation for creativity and technology, but also countries which are culturally different from each other so we get a broad spectrum of ideas.”

Entrants must submit their work online at here by the 3rd of October 2018 for a chance to win.