The action begins with the idea of generating consciousness, reminding women, in the place where the cellulite affects them most, and to let them know that this is a problem that has an easy and a practical solution with Neutrogena Anti-Cellulite.

A friendly and a close connection was generated between the consumers who were exposed to the action and the brand. We increased awareness about this problem often ignored and not treated. The target indentified with the informal and surprising tone of the brand´s approach. J&J wants to propose a better relationship with consumers' bodies, with the purpose of motivating them to consume.We managed to communicate "health" in an impactful and liking way.