NIVEA challenged women to take part in a spectacular open-air dip in Covent Garden in London on 11th and 12th May as part of its summer long ‘dare-to-dip’ campaign.

Beiersdorf’s experiential Outdoor advertising campaign encouraged women to celebrate the first swimsuit reveal of the summer, with free tickets to the event at Covent Garden selling out in less than 24 hours. Running from 9.30 am until 7pm across the weekend, the crowds in the piazza were entertained by the unusual sight of public bathing and by professional ‘aquabatics’ shows throughout the day.

Draftfcb London amplified resulting content from the ‘first dip’ with creative across TV, print, online and radio in a partnership with Bauer, planned by MEC.