South Africa has one of the highest rates of skin cancer in the world and children are especially at risk because they hate wearing sunscreen. Nivea came up with a freaking genius way to get them to apply it-- by creating a Sunslide. Basically it's a bouncy castle slide thing that also acts as a mister-- and it sprays SPF 50 on the kids as they slide down (wearing goggles, of course) thus ensuring they wear their SPF.
This reminds me of when I was in university and one of my math professors created a program for disadvantaged elementary school kids called Puzzle Play-- that basically turned math into a game. His theory was, as long as you turn everything into play or a game, you can get kids to learn. This is a great example.
Agency: FCB South Africa
Executive Creative Director