The cinema is the best media to portray emotions. Sedal brought the cinema to the TV in Woman in Red: a series of short films, acted and directed by women, telling stories of red-haired women from a female point of view, using fiction.

Excessive commercial exposure was avoided, and the product was neither present nor mentioned in the films. This was the first series of shorts shown on TV and produced in Argentina.

Sales: Red shades grew from 16% to 30% of the mix. Great awareness (61%) and excellent branding (88%). Generated very high levels of enjoyment, involvement and brand fit. Takeout from consumers: promotion of brand, shades, aimed at women. Very good overall qualification for the series. Ratings: Eve 21.1%, Fame 24.6%, Bridal Shower 20.5%, Now 22.3%, Red 21.9%.