Cannes Lions

COSMETICS

LEO BURNETT BRASIL, Sao Paulo / PROCTER & GAMBLE / 2010

Film

Overview

Entries

Credits

Overview

Description

Showing ID pictures has always been an embarrassment, especially for women. To solve this problem, Koleston, a brand that cares about women's self-esteem, prepared for their consumers what no other brand has ever done: made them beautiful in ID snapshots. In front of a central document agency in the city of São Paulo, we created the Koleston Space, a mix of beauty parlor and photographic studio. There, after going through a session of beauty, women were photographed by a professional and then could immediately use their new snapshot to get a new ID.In front of a central document agency in the city of São Paulo, we created the Koleston Space, a mix of beauty parlor and photographic studio. There, after going through a session of beauty, women were photographed by a professional and then could immediately use their new snapshot to get a new ID.

Execution

To advertise the campaign we used the following strategy: through a marketing email sent to the base, we invited women to join the action. One day before the event we announced it in a nationwide TV network in one of the most popular programs in Brazilian TV. On the outside of the space we communicated the event with banners and promoters.

Outcome

In the first week alone we had the participation of over 2000 women. It stimulated women to get new IDs. It got highlights in dozens of internet websites. It was news in journalistic and variety media, receiving a whole piece in some of them. Finally it was commented by thousands of people on Twitter.

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