As a part of the one of the most iconic CSR initiative, the brand created a NIVEA Playground project. Its multiple editions – starting from Family Play Places to NIVEA Talents Playgrounds – brought together schools, municipalities and housing communities across the country, creating places of meeting, play and shared time.
The Challenge
NIVEA embarked on a project that combined emotional engagement, local community involvement, and visible results in public spaces. Thus, the NIVEA Playgrounds programme was born, through which, over the years, schools, municipalities and housing communities competed to receive exceptional playgrounds — meeting places, fun zones and shared-time hubs.
The Idea
Each edition of the programme carried its own core theme and objective. From building Family Play Places, through supporting the development of young talent via NIVEA Talent Playgrounds, to the pandemic edition under the slogan “Better Together!”, when community and closeness took on new meaning.
The campaigns featured famous ambassadors — including Natalia Kukulska, Mateusz Kusznierewicz and Filip Chajzer — and invited entire local communities to join in. The guiding motif for each edition was simple: collective play, development of talents, discovery of passions and nurturing of connections.
What We Did
As GoldenSubmarine we supported the NIVEA brand over the years in creating and growing this initiative. We took responsibility for creative concepts, digital activities, communication strategies, websites, online campaigns, spot productions, and promotional materials.
With each edition the project became more complex: online voting, juried processes, songs recorded especially for the campaign, and extensive social media activity. It was one of those deliverables where marketing, technology, and empathy worked hand in hand.
The Results
Hundreds of playgrounds built all across Poland, millions of votes cast, thousands of engaged communities and countless shared moments. The project achieved major recognition among residents, local governments, and the media. It became a showcase of a long-term CSR campaign that genuinely changed people’s everyday lives.
