Women never have liked us to see our identification snapshots, in fact showing documents and ID photos is always embarrassing, since it is a common trend not to be favored in those pictures.

Koleston, a brand of beauty that is concerned about women’s self esteem, did what no other brand has ever done. It created a beauty salon with a photographic studio in Brazil. The aim was help to women to appear beautiful in some snapshots photos. The action was initiated at the International Women’s Week, lasted about a week and had the participation of more than 2000 women . It was news on TV stations all over Brazil, in newspapers, the Internet and it spread through social networks leading to a great number of comments in Twitter.

The participants went through a session of beauty, including hair and makeup and then they were photographed by a professional. Immediately the picture was printed so that they could get a new ID. It was also sent by e-mail for use on Facebook, Orkut, Twitter.

It is a very well thought out insight and an excellent execution. All the action fits well with the message that Koleston want to convey, that the women have greater confidence in themselves.


Advertising agency: Leo Burnett, Brasil
Creative Director: Ruy Lindenberg
Art Director: Rodolfo Fernandes
Editor: Daniel Funes

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