Avon has just released the movie “Bonita de Tudo”, created by Wunderman Thompson Brasil, for the launch of the Bonita collection, with products selected by former BBB and reality champion in 2021, Juliette.
The 30” film, called “Bonita de Tudo”, takes place in a beauty salon and has the participation of real representatives of the brand.
“We created the campaign for the Bonita Collection, honoring Juliette’s history as a makeup artist and her inspirations. The context of the beauty salon and each of the people in the film, is a portrait of a not-so-distant past of Juliette’s trajectory showing that makeup played a fundamental role in its history. The campaign also shows that this collection comes to say that women are beautiful in everything, in addition to physical beauty. It is also in self-esteem and especially in the history of Brazilian women #VemDeBonita #VemDeAVON. “, reported Roberta Harada, Creative Director at Wunderman Thompson Brazil
The collection has 11 products from the brand’s portfolio for skin, eyes, mouth and nails, selected by the former BBB and is inspired by the Brazilian Northeast. “This collection brings together the best Avon products, such as the Power Stay Liquid Lipstick that was part of my trajectory. Bonita is a daily reminder that to be beautiful is to see the beauty that goes beyond the mirror, is to show yourself to the world with pride”, highlighted Juliette.
Part of the sales of the collection’s products will be invested, through the Avon Institute, in actions to support the fight against domestic violence, training and qualification in human rights with a focus on the full development of women dependent on cactus cooperatives in the Northeast.
“For the Bonita collection campaign, we highlighted the essential role of beauty representatives in the lives of consumers. These women, who proudly sell Avon, invite their customers to look again at the beauty that goes beyond the mirror, from a collection that shows the best version of each one. Because being beautiful in everything is showing the world your story, valuing what makes you unique, highlighting the eyes that bring your vision of the world, coloring the mouth that amplifies your voice and bringing more shine and tones to the nails that grasp their achievements”, explained Viviane Pepe, Avon’s communications director.
The line has high-tech products and printed packaging that represent the Northeastern identity and beauty, as well as tutorials to create incredible looks.
“For the Bonita Collection, we combined Avon’s technology and innovation expertise with beauty market trends, highlighting the representation of women and Northeastern inspiration. From packaging development, product selection with Juliette, to inserting makeup tutorials so that all women learn to use the products and feel more beautiful and empowered, we think of every detail to provide our audience with products with a Innovative, exclusive, daring DNA with new colors that value all women. Behind each Bonita product, there is cutting-edge and accessible technology for consumers to show their best version”, concluded Juliana Barros, Avon Marketing Director.
Title: Beautiful Collection
Agency: Wunderman Thompson Brazil
CCO: Keka Morelle
Creative Direction: Beta Harada
Copywriter: Layana Leonardo
Art Direction: Rafael Avila
Executive Business Director: Fernanda Ricci
Attendance: Natália Vasconcelos, Gabriel Fiorelli, Juliana Schiavetti, Gustavo Costa
Projects: Henrique Sitta
CSO: Stella Pirani
Media: Wanessa Singh, Fabiola Sidorenko, Mariana Cirilo, Wesley Almeida, Renata Saito, Rodrigo Saviano, Thais Anizio and Camilla Andrade
Planning and Insights: Camila Collesi, Lucas Paião, Sabrina Teixeira
General Director of Content: Mariana Hasselmann
Content: Grazielle Gervasio, Tatiani Lopatiuk, Adriana Cuellar, Jennifer Marinho, Maria Luiza Alvim and Fernando Rio Branco
Influence: Carol Bertelli, Gabriela Varela
PR: Vivian Zeni, Suellen Ciriaco, Helen Araújo
RTV production: Ana Mello, Fernanda Sátiro
Client Approval: Danielle Bibas, Viviane Pepe, Diego Santelices, Nikki Felix, Aline Viana, Juliana Barros, Andrea Echeverri, Giovana Vidmar
Producer: Prodigal Films
Stage Direction: Juh Almeida
Creative Director: Maggie Landim
Executive production: Francesco Civita, Chico Pedreira, Ana Chrysostomo, Rebeca Broncher and Ana Mendes, Amália Agatha, Eduarda Felsmann and Pedro Borgacio
Production coordination: Nathalie Gautier, Luiza Campanelli, Bruna Nogueira and Samantha Assis
Coordination Team: Rafael Neder, Fabiana Baptista, Beatriz Soares, Lucas Pereira and Everson Martins
Assistant Director: Olivia Alves, Caio Alfieri and Natalia Salani
Production Director: Monica Viesi
Producer: Leticia Xavier
Production Assistant: Julia Andrade and Jennifer Sabino
Location production: Fabiano Ramos, Gabi Salgado and Rafael Paranhos
Director of photography: Leo Kawabe
1st Camera Assistant: Tiago Alves
2nd Camera Assistant: Lucas Macedo
Art Direction: Débora Pascotto, Hikkie Hirano
Make: Krisna Carvalho
Costume designer: Yan Acioli
Styling: Ana Wainer and Zazá Pacego, Andrea Levy and Carolline Azevedo
Beauty Artist: Max Weber, Hávata Serena, Uacaly Abrahão and Valmir Peixoto, Karen Rufino, Unabara1na and Denise Sabino
Casting production: Mari Carneiro, Marie Leal and Bruno Mangetti
Casting assistant: Marie Leal and Bruno Mangetti
Post-production coordination: Tutu Mesquita, Priscilla Paduano and Fabiana Galdino, Letícia Harumi
Editing: Natalia Farias
Post-production and finalization: Prodigo Films
Finisher: Luan Luiz
Color Correction: Cassiana Umetsu, The End
Art direction / motion: Lucas Carvalho and Vinicius Kahan
Sound Producer: Evil Twin Music
Creation: André Faria, Murilo Faria.
Production and finishing: Jimmy Gressler, Rafael Vieira and Gustavo Boselli
Voice: Amanda Magalhaes
Assistance/Coordination: Juliana Tangary, Thais Becker and Rafaela Oliveira