Space takes Nivea to the streets for London Fashion Week with Giles Deacon

Creative agency Space has taken Nivea Soft's latest campaign to the streets of London as part of its venture with British fashion designer Giles Deacon for London Fashion Week (13-17 September).

The Nivea Soft campaign will target London fashionistas this week
The Nivea Soft campaign will target London fashionistas this week

To celebrate the launch of its limited-edition range of Nivea Soft moisturiser pots designed by Deacon, the brand’s hit squads have been roaming the streets to hand out samples of Nivea Soft and while in search of the 'outfit of the day' (OOTD).

A paparazzi photographer has been accompanying the hit squads, engaging with the public and taking photos of their outfits to be shared on Nivea’s Facebook page.

Sophie Rock, brand manager for body care at Nivea, said: "OOTD is an amazing phenomenon which has developed within the fashion blogging world and captured the imagination of consumers.

"It’s the perfect fit for Nivea Soft in 2013 – it’s relevant, imaginative and trending in the fashion community."

Targeting key areas in central and east London, the hit squads have focused on the home of London Fashion Week - Somerset House – as well as Covent Garden, Leicester Square, Oxford Street, Old Street and Liverpool Street.

The brand is also encouraging people to share their OOTD on Twitter and Instagram using the hashtags #OOTD and #NIVEASOFT.

From all the photos that are uploaded, 15 will be selected and shortlisted, and opened up to public vote. The OOTD photo that receives the highest number of votes will win a personal style consultation with Giles Deacon.

Jim Carless, head of client services at Space, said: "Our brief was to firmly position the product in the fashion territory and encourage people to trial the product and we saw London Fashion Week as the perfect environment to do this.

"Social media and photo sharing is central to our younger consumers’ lifestyle and is an integral part of London Fashion Week."

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