In 2019, it was time for the FIFA Women's World Cup. And of course, we wouldn’t miss the opportunity to work again with the six-time Women's World Player of the Year. This time, we promoted a perfect product for her: Power Stay, a lipstick that lasted for 16 hours straight. Just like Marta, who would make her last appearance at a World Cup, this lipstick was Here To Stay.
The idea: a live demo, broadcasted to the whole world, to prove that it would last the entire match: sweat and all."
The repercussion was far beyond our imagination — not only for product-related reasons. And it was precisely because it was more than just about makeup that the stunt was effective in every possible aspect.
Avon Brazil not only sold more than 16 lipsticks per minute, but Power Stay was also on Marta's lips in every video and photograph as she played a significant role in a much bigger worldwide conversation about sexism in sports.
That’s what you get when you work with the Queen.
The repercussion was far beyond our imagination — not only for product-related reasons. And it was precisely because it was more than just about makeup that the stunt was effective in every possible aspect.
Avon Brazil not only sold more than 16 lipsticks per minute, but Power Stay was also on Marta's lips in every video and photograph as she played a significant role in a much bigger worldwide conversation about sexism in sports.
That’s what you get when you work
with the Queen.
Recognitions
Clio Awards 20 _ BRONZE
Grand Effie _ 2020
Effie Best of the Best _ 21 _ Finalist
Effies 20 _ GOLD _ Beauty
Effies 20 _ GOLD _ Seasonal campaigns
Effies 20 _ BRONZE _ Branded Content
El Ojo de Iberoamerica 21 _ 2x GOLD
El Ojo de Iberoamerica 21 _ 2X BRONZE
Creative Club of Brazil _ GOLD _ Direct
Creative Club of Brazil _ GOLD _ PR
B9 _ CAMPAIGN OF THE YEAR
CCO: Ricardo John
ECD’s: Cassio Moron e Rodrigo Damata
Creative Director: Danilo Janjacomo
Head of Art: Talita Cardozo
Copywriting: Ariane Polvani, Marcel Ares
Art Direction: Talita Cardozo, Camila Rodrigues, Luiz Pulcini, Leticia Tercini e José de Oliveira
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