The streets reflect the beauty of your identity.
Natura - the biggest and most admired Beauty and Cosmetics brand in Brazil and (possibly) in the whole world - re-launched one of its most iconic makeup lines - Natura Faces.
Focused on a young and - mostly - urban audience, the campaign defined a bold new positioning to the brand, embracing important and urgent social causes such as inclusion and diversity. To get it started, we’ve released a video (followed by a series of activations) that raised the discomforting - but extremely necessary - question: #whoareyouonthestreets?
The campaign was “headlined” by 5 influencers that - as well as Natura itself - support causes related to woman empowerment, BIPOC, LGBTQ+ people, and individuals with disabilities.
It was staged in the urban environment of São Paulo (Brazil's biggest city), which was used as a background to gather all those people’s living their lives in a way that - even though being judged and criticized - allowed them to be who they truly are. In social media, we have created lots of crafty and artsy content with makeup artists and we were also present in music festivals and important events such as MECA Festival, São Paulo Fashion Week, and Milkshake Festival, among others.
Client: Natura
Product: FACES
Agency: Salvetribal Worldwide
Creatives: Cezar Coscelli, Aldo Fabrini, James Scavone, Ricardo Schreiner
Production Company: Delicatessen
Directors: Renné & Delai
Audio Production Company: Loud
My role: concept, creative idea, film script, head of copy, creative direction
