Problem: Make women look beautiful in ID snapshots. Around the world ID snapshot tend to be ugly. For this reason showing documents and ID photos is always embarrassing. Especially for women, who despite all their vanity must cope with this problem.
Solution: Koleston, a brand of beauty that is concerned about women’s self esteem, did what no other brand has ever done. The action began on Internationall Women’s Week. In front of a central document agency in the city of São Paulo, the Koleston Spot for Beauty was built, a mix of beauty parlor and photographic studio. There, women went through a session of beauty, including hair and makeup and then they were photographed by a professional. Immediately the picture was printed so that they could get a new ID. It was also sent by e-mail for use on Facebook, Orkut, Twitter.
Result: The ID snapshot, which for years was a source of shame, has now become a source of pride. The action had the participation of more than 2000 women and it stimulated the renewal of IDs and drew media attention. It was news on TV stations all over Brazil, in newspapers, the Internet and it spread through social networks leading to a great number of comments in Twitter.
Advertising Agency: Leo Burnett, São Paulo, Brazil
Creative Director: Ruy Lindenberg
Art Director: Rodolfo Fernandes
Copywriter: Daniel Funes
Published: August 2010