Best Consumer Goods Online Campaign, Best Of Show Online Campaign

To promote the launch of their new Energizing Hydro Gel, NIVEA FOR MEN joined forces with Maxim, Rolling Stone and ESPN to create the Up4Anything Dream Week contest. Aimed squarely at the active 20something crowd, the contest was created to be almost literally too good to be true: private jet for a week, high-roller gambling in Vegas, breakfast in bed served by Maxim models, fashion shoots, stock car driving lessons, bi-plane and ATV excursions, BMX freestyling in LA with bike celeb Rick Thorne in LA, football season kickoff at the ESPN Zone in New York, limo tour of the ESPN corporate offices in Connecticut—and much more. The monstrous grand prize was meant to distill the USP of Energizing Hydro Gel into a simple notion—have as much debaucherous fun as you can, and look good doing it!

Of course the Grand Prize is decidedly not for the faint of heart (or stout of morals, for that matter)! Enter Mickey, Carla and Denise, the streaming video hosts of the Up4Anything site. Mickey is a gruff “been there, done that” character, while Carla and Denise are his very easy-on-the-eyes comedic foils. Together, they communicate the ins and outs of the contest, entry parameters—they even conduct a tongue-in-cheek multiple choice test to determine whether the viewer is in fact Up4Anything material.

Entrants are then required to submit a short “training video” to prove that they are taking the Grand Prize seriously. Those videos are then catalogued and featured in another section of the site, offering subsequent visitors a YouTube-type compilation of the fun, crazy and often hilarious entry submissions.

Contributors:

Creative Director:	Jason Milano
Creative Director:	John Washburn
Account Executive:	Kristy Rothenberger
Account Director:	Alana Weibull
Project Manager:	Joe Tao
Technical Director:	Steve Nowicki

RDA INTERNATIONAL

Location: United States