The campaign goal was to activate the brand concept 'Naturally Beautiful', showing that a woman can use the beauty in her favour. The campaign, which has 3 15-seconds films, wanted to 'teach' how the natural sensuality of Brazilian women associated with the seduction power of HOPE lingerie can drive any man into a fool and make the woman take control of the situation.

The films were aired and caused great buzz - something we expected, and we were already satisfied. However, the best part was yet to come. Based on the complaint of only 15 women, in a country of 190m people, who thought the campaign was sexist, Iriny Lopes, Minister of the Secretariat of Policies for Women in Dilma Roussef’s government, requested the commercials be banned. The news generated a huge wave of protests against censorship never seen before in the country. The polemic took over the web and later went to all the major media vehicles, inside and outside the country, mobilising journalists, intellectuals, politicians, celebrities and the general population.

Over 13m mentions on the internet.

The cover of the 3 newspapers with the largest circulation in the country.

The subject became the topic of articles written by journalists and influential intellectuals.

It was reported on the main newscasts in the country.

The opposition's number 1 candidate for presidency used the polemic to attack the government through Twitter.

It is estimated that the polemic generated over US$11m dollars' worth of free media.