WMcCANN, Rio De Janeiro / L'OREAL / 2017
Although Brazil is seen as warm, sensual and LGBT friendly destination, the country is a male dominated society, place of discrimination, gender prejudice, homophobia and violence. On March 8th, a day to mark women's fight against injustice, we launched a film introducing an ordinary woman: Valentina Sampaio, a transgender woman. “My First Women’s Day” surprised everyone by showing Valentina’s true story: the day she would finally have her identity documents rectified to be portrayed as the the woman she’s always been. The impact was huge: the film was the most watched online film in Brazil and in 24h was seen in Asia, Europe and the Americas, with a record engagement rate. The transgender rights discussion took the spotlight in Brazilian society and L’Oréal reconnected itself with the audience. Brand perception increased 35% and L’Oréal became the symbol of a new era advertising in Brazil, taking the campaign to the largest pride parade in the world (where thousands of new ID images were taken) and turning Valentina into its first transgender spokesperson in its history. It allowed the brand to replicate it in other countries, like the USA. Valentina became “the new face” for the Latin America main Fashion Shows and one year later was internationally recognized on the cover of the March issue Vogue Paris. Now, she makes her debut on the big screen, acting as one of the protagonists of a new Brazilian movie. Valentina reflects herself as L’Oréal’s most contemporary and powerful beauty message of equality, inclusion and respect for all.