Ivete Sangalo, Camila Queiroz and Erika Januza star in the campaign ‘Seu Eu’
In recent years, the term imposter syndrome has entered the vocabulary of Brazilian women, so much so that, according to the Google Trends platform, since 2017, searches for the term in Brazil have increased and peaked, especially in the first months of the Covid-19 pandemic. , in 2020.
And it is in this social context that Eudora presents her campaign “Your Shine Is Unique”, inviting women to value their potency and not let their shine be erased by the shackles of this syndrome.
With the motto “Your shine is unique”, Eudora invites women to remember their potency and not let their shine go out with the shackles of the Imposter Syndrome. To star in the campaign, the brand chose Ivete Sangalo.
Co-created with the singer, the brand starts the campaign with a conversation on social networks, aiming to expand knowledge about the Imposter Syndrome and demonstrating how it works in action.
For the teaser, a real outburst from Ivete brought out the singer’s genuine thoughts about her insecurities during her youth, highlighting that her voice was once a questionable point in her life. The outburst is followed by the premiere of the campaign film, directed and produced by Vogue.
The film follows a narrative of duality, presenting the thoughts that sabotage you versus the thoughts that encourage you, in order to illustrate the feeling of fraud at work.
