To celebrate the grand launch of its scientific innovation, NIVEA Cellular Epigenetics Serum, NIVEA is making a bold statement with a spectacular out-of-home campaign orchestrated by Urban Media, the creative hub of Bauer Media Outdoor. From September 22 to October 5, 2025, Antwerp-Central is being transformed into a true brand showcase, offering travelers a unique visual and sensory experience.

A full station takeover

Beiersdorf chose one of Belgium’s most iconic locations to highlight its message. Antwerp-Central is being turned into a monumental brand experience, with every detail wrapped in NIVEA blue: from XL elevator walls to railings, and staircases to escalators fully enveloped. The experience is further enhanced with Dazibaos – monumental hanging posters that structure the space – and Supersized Frames, giant frames welcoming travelers as soon as they enter the station.

An event activation at the heart of the campaign

A pop-up stand completed the brand experience on September 25, 26, and 27 (10 AM – 6 PM), where visitors could discover the Epigenetics technology, test products, and receive personalized advice about NIVEA skincare.

“With this campaign, we are not just informing consumers, we are giving them an immersive and unforgettable experience. It is a way of making the scientific promise of NIVEA Cellular Epigenetics Serum tangible,” said Alison Fueyo, Senior Brand Manager NIVEA.

“At Urban Media and Bauer Media Outdoor, we believe that transit spaces can become genuine places of emotional connection between a brand and its audience. This activation is the proof,” added Gaël Nyssens, Head of Urban Media, Bauer Media Outdoor.

The campaign runs until October 5 and is the result of a collaboration between Beiersdorf, OMD, Billups, Urban Media, Bauer Media Outdoor and IDEVENT.