What better way to launch a long-lasting line than with women practicing sports and wearing impeccable makeup? The idea came last year, when Marta, the world’s best soccer player, starred the campaign for the Power Stay liquid lipstick, and entered the pitch during the World Cup wearing lipstick. The lipstick was intact throughout the match.
This year, Avon invited athletes Pâmela Rosa (owner of world record in street skateboarding), Raissa Machado (owner of Paralympic record in javelin), and Vitoria Rosa (Olympic Brazilian sprinter) to join Marta in the campaign for the new Power Stay collection.
The collection has a super new item: the stick, the lipstick main format consumed worldwide, with polymer technology patented by the brand – intact lips, without transfer and with high pigmentation for up to 10 hours. Another item is the liquid concealers that last 18 hours, thanks to its ConforLast formula, an intelligence that keeps pigments in place and guarantees that the product looks like it’s been recently applied. This same technology is found at the Power Stay Liquid Foundation, which guarantees plenty of comfort throughout its use, and makes the skin tone uniform.
The campaign #VeioParaFicar was inspired by the everyday lives of professional female athletes in Brazil, where there is little incentive and recognition.
The film was created around a mantra that values this female drive to celebrate overcoming challenges every day. This mantra is also a link connecting the lives and difficulties of athletes with the ones from each and every Brazilian woman, who needs to overcome challenges every day just for being a woman.
Through the launches of the Power Stay line, the brand has found a new territory in the beauty category: the sports world, which takes makeup from the locker room to the handbags, in addition to connecting and proving different product attributes. The campaign will be on air from September 21 to October 22 on network and cable TV, as well as OOH and branded content.
Title: The Mantra
Agency: Wunderman Thompson Brazil
Client: AVON
Product: Power Stay Line
CCO: Keka Morelle
Creation Director: Danilo Janjacomo
Writer: Ariane Polvani, Andressa Cruz
Art Director: Camila Rodrigues, Larissa Domingues
Executive Business Director: Larissa Zucatelli
Customer Service: Mariana Franco, Sarita Nishimaru
Head of Connections: Stella Lopes
Media: Carolina Bertão, Junior Domingues, Rafael Viberti, Rodrigo Saviano, Camila Camilini, Lucca de Crescenzo, Thais Anízio
Planning: Juliana Meirelles, Sabrina Teixeira, Jackson Santos
Content and CM: Mariana Hasselmann, Adriana Cuellar, Grazielle Gervasio
Edition: Gabriel Maria
Influence: Carolina Bertelli, Hadassa Ferreira
PR: Andrea Assef, Vivian Zeni
Client Approval: Danielle Bibas, Viviane Pepe, Juliana Barros, Lucas Fajardo, Andrea Echeverri, Miguel Marsicano, Diego Santelices, Ariane Pires, Wanderlei Augusto Biancão Junior, Aline Viana
RTV Production: Ana Mello
Production Company: Damasco Filmes
Director: Mari Jorge and Will Etchebehere
Executive Producer: Milena Trindade and Carlos Righi
Customer Service: Sheila Souza and Olívia Fuchs
Photography Director: Will Etchebehere
Production Coordinator: Alessandra Meireles
Coordination Assistant: Ana Alegretti
Production Director: Cris Moura
Production Assistant: Breno Oliveira
Assistant Director: Lipp Sant’angelo
2nd Assistant Director: Gabriela Lima
Art Director: Ale Maestro
Art Assistant: Joana Brasiliano
Scene Technicians: TC Cenografia
Stylist: Tathiana Yumi,
Beauty Artist: Mari Kato
Hair Stylist: Welida
Cast Producer: Carolina Bertelli
Location Producer: Bel Aquino
Partners in Orlando (daily filming with Marta Silva): Nico Hardy (Photography Director), Javier Romero (Assistant Director), Flavio Dumaine, Alvaro Krupkin, Majo Cisneros, Pedro Cox (Production), Luza Jaramilo (Hair/Beauty), Karol Lopez (Stylist)
Post-production and Finalization coordination: Nathalie Rueda
Editing: Ivan Kanter Goldman, Rebecca
Colour Granding: Marla Colour Granding
Post-Production:Clan VFx
Sound Producer: Evil Twin Music
Creation: André Faria, Murilo Faria
Producer: André Faria, Murilo Faria, Rafael Vieira, Mateus Polati
Customer Service / Coordination: Juliana Tangary and Carolina Couto
Source: Wunderman Thompson
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