INTEGRATED CAMPAING
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.
+ 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
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 |