Client: Nivea Men Sverige | Agency: Cheil Nordic
Social campaign concept for shaving product series Nivea Men Sensitive – shaving gel and after shave balm. Our campaign that was aimed for the Nordics, had to live under a global concept called "It's not about the blade", already created for Nivea Men in other countries. The challenge was to turn the existing ultra-masculine style of previous campaigns under this message, into something suitable and tasteful, for the Swedish and Nordic markets.
The result: A minimalistic expression, inspired by painter Magrittes' famous oeuvre "Ceci n'est pas une pipe".
![](https://cdn.myportfolio.com/14e1a71839103db4ee5ad6e6615d8184/90d2c678-5097-4d74-8585-9a4c784d5664_rw_1920.jpg?h=b4e81ad5f9294a12a361056455545cc3)
3 animated posts for Instagram and Facebook: 3 objects, all knife-sharp but clearly not for the use of shaving. An axe, a potato peeler and a hockey-skater, together with a copy line that says "This is a razor". All 3 posts ending with a Nivea Men product pack shot and the message "It's not about the blade".
![](https://cdn.myportfolio.com/14e1a71839103db4ee5ad6e6615d8184/30aab225-3f35-4769-b47d-2f7802f2f28b_rw_1200.jpg?h=878f1670b7205ad64608ea67d23066d1)
![](https://cdn.myportfolio.com/14e1a71839103db4ee5ad6e6615d8184/970d62a1-3463-4949-bb0e-73fe9853e351_rw_1200.jpg?h=c08b5660e80c8dd134ec7e28788f2468)
![](https://cdn.myportfolio.com/14e1a71839103db4ee5ad6e6615d8184/91dc20b1-f79f-4c0b-bdb4-c490a54d9da8_rw_1200.jpg?h=70bbe77059c0f40a4c7edd678977d8dc)
![](https://cdn.myportfolio.com/14e1a71839103db4ee5ad6e6615d8184/f1c80749-b59b-4135-b464-0c325952cd0f_rw_1200.jpg?h=3cac801ed2054b70bf3c559e1fc90583)