I Feel Comfortable 

INTEGRATED CAMPAING

I Feel Comfortable_

I Feel Comfortable_

Make-up can also be a symbol of empowerment and freedom.

Every woman who has ever worn a matte-finish lipstick knows that the dryness on her lips is terrible.Avon realized this problem and created a revolutionary lipstick: a soft matte, comfortable and super resistant.

And at a time when women are arguing about feeling comfortable in society, why not use the main asset of the product to talk about much more than lipstick - talk about freedom?

We created the first Avon campaign focused on women's empowering. The initial sales goal of Ultramatte lipstick was 4 million units. However, the result was incredible. We sold 9.5 million units. Yes, we can.

My Role: Development Concept and Art Direction.

Case Study_

TVC _

TVC _

I feel comfortable to kiss whoever I want _

Pagina-Dupla-OP6

I feel comfortable to do whatever I want with my body_

02

I feel comfortable to love the differences_

Beijo-Hetero

I feel comfortable to attract attention _

Pagina-Dupla-OP1
Avon_vinhetas_orquidea_0122_1
Avon_vinhetas_orquidea_0122_2

Results_

Results_

+ 106,5 million impacts on social media
+ 9,5 million of lipsticks sold
+ 21K mentions and comments with the hasthtag #eumesintoconfortável 

+ 106,5 million impacts on social media
+ 9,5 million of lipsticks sold
+ 21K mentions and comments with the hasthtag #eumesintoconfortável 

Awards_

2017_
. Effie Awards Latin America | Bronze in Health & Beauty Care

 

2017_
. Effie Awards Latin America | Bronze in Health & Beauty Care 

2017_
. Effie Awards Latin America | Bronze in Health & Beauty Care

2017_
. Effie Awards Latin America | Bronze in Health & Beauty Care 

Client: Avon | CCO: Ricardo John | Creative Director: Gustavo Lacerda, Fabio Simões | Copywriter: Júlia Velo, Ana Cavalcanti | Art Director: Fernanda Sousa, Ilka Mourão | RTV: Marcia Lacaze, Ana Melo | Photographer and Film's Director: Paulo Mancinci | Planning: Gisele Bambace, Stella Pirani, Luis Stateri | Project Management: Fernanda Menge, Stella Pirani | Account Management: Emma Goethals, Raphaella Martins and Marcela Castelli |   

Client: Avon | CCO: Ricardo John | Creative Director: Gustavo Lacerda, Fabio Simões | Copywriter: Júlia Velo, Ana Cavalcanti | Art Director: Fernanda Sousa, Ilka Mourão | RTV: Marcia Lacaze, Ana Melo | Photographer and Film's Director: Paulo Mancinci | Planning: Gisele Bambace, Stella Pirani, Luis Stateri | Project Management: Fernanda Menge, Stella Pirani | Account Management: Emma Goethals, Raphaella Martins and Marcela Castelli |   

Other Works_

Other Works_