The campaign brings 5 Brazilian influencers who support causes related to woman, non-white, LGBT and disabled people. The city is used as a background to gather all those people's lives, and allow them to be who they wanna be.
The 5 15 seconds videos have well thought compositions of scenes, creating a nice aesthetic result, and are also effective in transmitting the aimed message. This 1 minute video nicely combines all of them:
Natura, a brand that have always been concerned about environmental issues, was very successful on defining that positioning. It established a new target and brought up a new perspective to the cosmetics and make up market.
I thought it was really interesting how the ad so distinctly portrayed each person's personality and lifestyle, and how they express themselves through Natura. Even though I don't speak Portugese I still picked up what they were trying to convey pretty easily. Honestly, I wish more US cosmetics brands made ads similar to this, focusing on everyday people's journey using the brand rather than having major celebrity endorsers. It makes it feel more personal and relatable, but still glamorous. I also thought it was awesome that the ad was so gender inclusive!
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