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

From the beginning, the goal was to make as much noise as possible in 15 seconds with a short airing flight, restricted only to cable TV.

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.

We created 3 15-second-films with the theme, 'Hope Teaches'. On these films, Gisele Bundchen teaches women how to give bad news to their husbands. The secret was simple: giving the news always wearing Hope lingerie. It doesn’t matter if the news is that the woman crashed the car, maxed out the credit card or is that her mother will visit.

The objective was to generate awareness for a brand which was far from the big media. In order to do that, we had a challenge and an asset. The asset was the model hired for starring in the campaign: top model, Gisele Bundchen. If on the one hand we had a limited budget, on the other hand we had a woman who draws the spotlight and attention eo everything she does, wearing only lingerie.