// Bí-O Clarify Panthenol
"Freedom means not keeping your arms crossed.”
In Brazil, women find it embarrassing to have dark skin under their armpits from shaving. Perhaps none of them truly raise their arms because of this issue. Talking about dark armpits - which is still a taboo - in a catchy way and without a media budget was the challenge.
Counting on only the brand spokeswoman and their digital influencers, we constructed a digital campaign focused on earned media. We invited Lellezinha, known for Passinho (a famous dance step in Brazil), to create the Armpit Passinho - a dance to stimulate women to raise their arms. The dance steps were inspired by Vogue Dance and the result is a video clip that addresses the product's benefits in a light and fun way singing about freedom.
// The no-media campaign was based exclusively on influencer content. Each influencer shared the video clip according to their target interest.
// The campaign included a launch event with the spokeswoman, the Passinho’s Queen, teaching the #ArmpitPassinho to the influencers and customers.
// The #ArmpitPassinho included activations inside the Garnier Club (Sempre Pronta) including user-generated content mechanics.
// Also, a press-kit with: bi-o clarify panthenol, a t-shirt, and scissors. People who receive the kit can use the product to free their arms by cutting off their shirt sleeves.
// Artplan (Dreamers Group)
CREATIVES
Creative Director: Gustavo Tirre
Head of Art: Alessandra Sadock
Art Director: Marcelle Anjos
Copywriter: João Rezende