Reinventing Yourself – Anew 25 years

To celebrate 25 years of Anew, one of the best selling skincare brands in the world, Avon has created Anew Reversalist, a two-phase pro-ageing cosmetic.

With that in mind, since Avon’s positioning has changed back in 2016, women in the brand’s ads could never be just a canvas. All stars of Avon’s communications not only have something to say, but they are real authentic women who promote change in whatever they do.

Starring this campaign was Patrícia Poeta, famous in Brazil for having presented for years the most influential news show in open TV. We chose her because she had to reinvent herself after leaving the news show to try other things in her career. Besides her occupation in journalism, she has a degree in cinema, so we also have invited her not only to star the campaign but also to co-direct with us.

So the concept conceived here was to inspire other women to reinvent themselves, addressing the confidence that age provides for them.  In order to do that, we have created 2 films: one for tv, where she presented the product’s attributes as well as the concept of the campaign, another film for digital where she discusses how age only gave her confidence to reinvent herself at any time.

Concept, Art Direction
Avon Brazil
Mutato | Wunderman Thompson Brazil