Cannes Lions

DNA Collection

SOKO, Sao Paulo / AMARO / 2020

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Overview

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Overview

Background

Amaro is an omnichannel fashion brand that is functionally reinventing the way women shop in Brazil. However, the brand was having a hard time finding an emotional way to bond with its Brazilian consumers to differentiate itself from a toxic and superficial fast-fashion category. The main challenge was: how to make Brazilian women bond with Amaro by fixing the positioning of a fashion brand moved by technology and creativity?

Idea

Since Amaro is a tech-driven company, we used the most precious human data to create a fashion collection: the DNA. Brazilian women’s heritage, ancestrality and health predispositions were analysed from a database of more than 700,000 genetic codes. By doing so, the brand, the agency and a Health Genetics Company (Genera) traced patterns that were found in 19 local influencers, submitted to DNA tests. Their results became colors, patterns and shapes in 57 garments in a process involving geneticists and Amaro's fashion design team.

Strategy

Amaro had a specific core target to conquer: zennials (16-35, AB, Woman, Brazil). Our strategy was created to directly dialogue with them. Quantitatively, by finding genetic patterns from a 700,000 genetic codes database in partnership with a Genetics Health Company (Genera) and mapping local influencers who could be the personification of those patterns (ancestrality, heritage and health predispositions were the main data outputs to do so); qualitatively, by directing how the brand and how each of those women would post and share the fashion garments made for the "DNA Collection" campaign.

Outcome

By showing an "inside out" approach to fashion and creating 57 fashion clothes from real Brazilian women’s DNA, the campaign achieved more than 31 million organic impacts for the brand, almost all of them on target. R$ 1.5 million was generated in terms of spontaneous media and most of the pieces were sold out in less than 72 hours. The online e-commerce for Amaro had its historical peak of access on the departure day of the collection and the brand's social media platforms increased their audience in 35% on the same day.

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