Nivea, a cosmetics brand with a social good twist, has launched a wearable print ad that is supposed to help parents track their children’s activity on the beach. In Brazil, just in time for a swimming season, the brand released a one-of-a-kind print advertising that allows moms and dads to create a trackable bracelet out of it.
The wearable piece goes as part as a traditional print ad in a common magazine. Parents are invited to tear the detachable right side with a special monitor. The strip works as a special bracelet—it gets attached to a kid’s little arm and says the parents what’s the distance between them and the child.
The bracelets are made of humidity-resistant paper so kids can swim and play in wet sand, and the pieces can also be re-worn. Parents can set the maximum distance the kids can walk. If this radius is too long, the app sends a loud alert to the parent.
Skip to the video to see how the app works.