Marta // Awards: Clube de Criação [ 2 x Gold] // Grand Effie + Effie [Gold] // Clio Awards [ 1x Bronze + 1x shortlist ] // El Ojo de Iberoamérica [ 2x Gold + 2x Bronze ]

Marta

2019. it was time for FIFA Women's World Cup. And of course, we wouldn’t miss the opportunity of working again with The six-time Women's World Player of the Year.

This time, we would promote a perfect product for her: Power Stay, a lipstick that lasted for 16 hours straight. Just as Marta, who would make her last appearance at a World Cup, this lipstick was Here To Stay.

The idea: a LIVE demo, in front of the whole world, to prove that would last the entire match: sweat and all.


The repercussion was far beyond our imagination - not only for product-related reasons.

And precisely because it was more than just about makeup that the stunt was effective in every single possible aspect. Not only Avon Brazil sold more than 16 lipsticks per minute, but it was Power Stay that was on Marta's lips in every video and photograph while she played a major role in a much bigger worldwide conversation about sexism in sports.


That’s what you get when you work with the Queen.

AF_AVON_Marta_Ingles_Clio_3000x2400_alt

Marta Year One

CCO: Ricardo John
Creative Directors: Danilo Janjacomo, Renata Leão
Head of Art: Talita Cardozo
Copywriting: Ariane Polvani, Julia Machado
Art Direction: Talita Cardozo, José de Oliveira

 

Marta Year Two

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

save my summerProject type

johnson's rebrandingProject type

black boxProject type

you are not aloneProject type

wash your handsProject type

afrofuturoProject type

big&tutorialProject type

aon avonProject type

personalProject type