Presenting the singer Pabllo Vittar as the first drag queen staring
in a beauty campaign in South America.

Release your Colors

 

This promo campaign marks the beginning of a new creative direction in Avon communications towards free expression, new kinds of femininity and gender equality. Being the first beauty company advertising a drag queen as a beauty model in South America, Avon with this campaign caught the attention of all the traditional media, letting them ready and waiting for what’s yet to come.

Using Avon colors as the protagonists of the campaign, I was able to lead the content into a more aspirational and visually delightful way with the products and with the cast (made of real women with something to tell, not only a canvas).

Role
Concept, Art Direction
Client
Avon Brazil
Agency
Mutato | JWT Brazil
Year
2016