La passe
Décisive

Problème

For over 10 years, Nivea Men has partnered with the PSG team.
In a context where male skincare is increasingly challenged by new players, how can the brand leverage the club's popularity to get into the hands of the new generation now?

Solution

"The Perfect Assist" – a concept rooted in the Gen Z lexicon and, of course, central to the game.
A 100% digital activation extending our campaign by challenging Pitch Addict influencers representing Team Nivea to take on PSG players in a series of challenges.

“ La passe décisive ”

DEPLOYMENT

TV campaign with 30s, 15s, and 6s spots, along with TikTok activations led by PitchAddict.
Over 40 million cumulative views on TikTok alone.