Running until the end of August, the creative was brought to life by TBWA\Hunt\Lascaris Durban. The media owner and creative agency, together with media partner, Posterscope, have ensured that the Nivea brand is visible to traffic moving along the Nelson Mandela bridge and Queen Elizabeth Drive.

“A high-impact, large format location en route to the Johannesburg CBD and the Newtown cultural precinct, and visible from the M1 highway, the site offers significant impact with a mid-range LSM urban audience of city residents and commuters,” says Wideopen’s Sales Director, Ryan Cohen.

The outdoor component is part of a multi-platform campaign that includes TV; print; radio; cinema; in-store; and a competition to reach consumers at various touch points relevant to the market.