The campaign, signed by Soko, aims to expand the brand’s space in the market and celebrate frizzy and curly hair.
Seda launched the new campaign for the “Juntinhos” line this Monday (2). The piece aims to expand the brand’s space in the market and celebrate frizzy and curly hair through ancestry.
The communication also aims to promote self-esteem and positive representation for children and the black population and, to this end, the brand teamed up with Disney, PretaHub, Plano de Menina and the NGO Na Ponta dos Ps to launch the project “Uma Princesa Pulls Another “.
The film signed by Soko and stars Tuany Nascimento, founder of the Na Ponta dos Ps project, who interacts with the Disney Studios animation, Princess Tiana, who motivates the teacher to let her hair down. The initiative also features the presence of actor Lzaro Ramos alongside his daughter.
“Thinking about these children, with hair rarely represented in dolls and drawings, we understand that identification is an important part of the process of building self-esteem. We then started building our campaign with this in mind and sought to give the necessary magnitude to this action, building a legacy that starts with Tiana’s provocation to let her hair down. We want to change the market together and promote a much more positive experience between black children and their hair from now on,” said Thas Hagge, CMO of Unilever’s HairCare LatAm.
The launch of the campaign took place during an event promoted by the brand and which featured a conversation between Adriana Barbosa (PretaHub), Tuany Nascimento (Projeto na Pontas dos Ps), Viviane Duarte (Plano de Menina) and Lzaro Ramos, who will discuss all the themes surrounding the play.
The project continues with activations on social media, such as a challenge on TikTok, which calls on all black people to repeat Princess Tiana’s act of letting her hair down, continuing the movement and positively impacting even more people.
The meeting aimed to prototype a doll with curly hair, close to real hair, which will be part of the brand’s movement. The prototype will be released to the public later, and aims to generate an impact on the children’s toy market.
“When we talk about ancestry and reference, within black culture, it can come from all sides, not just parents and family members, as the exchange of everyday life is key to teaching and learning within the community. Therefore, for the film, We seek this representation that shows the impact that one person’s movement can have on many others, it speaks of exchange, community and pride”, highlighted Ingo Martinho, creative leader at Soko.
