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Id Snapshot Makeover

Agency Network: 
Published/Aired: 
August 2010
Koleston Ambient Ad -  Id Snapshot Makeover

Description

Check out the video too.

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.

Ambient advertisement created by Leo Burnett, Brazil for Koleston, within the category: Health.

Advertising Agency: Leo Burnett, São Paulo, Brazil
Creative Director: Ruy Lindenberg
Art Director: Rodolfo Fernandes
Copywriter: Daniel Funes
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Highest Rated

prabhath's picture

This is a good slap to big people who always looking for safe ideas. I guess this idea will work from grass root level upwards.

Bravo!!!

prabhath
Activity Score 60
Art Director
Hiperion's picture

great job :)

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
Galo's picture

Simply nice!! Wish I had this insight! Congrats!

Galo
Activity Score 446
Copywriter
Dzsoi's picture

Indeed, women will be grateful for sure.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Guest's picture

Nice!

Guest
Guest's picture

Nice!

Guest
TKoD's picture

Good idea.

TKoD
Activity Score 103
Account Director in M&CSAATCHI.GAD
Guest's picture

Agree!

Guest
Guest's picture

agree

Guest
Guest's picture

bueno

Guest
Guest's picture

Geat insight...

Guest
Guest's picture

Very cool to see how they feel gorgeous. Big idea!

Guest
Guest's picture

i like.

Guest
the_lizard_king's picture

superb!!!

the_lizard_king
Activity Score 1257
Copywriter at Forecast advertising |

And then GOD said...
Let there be creativity!!!

Guest's picture

Amazing idea! Really good insight! Congratulations!

Guest
Guest's picture

Simply brilliant : )

Guest
Guest's picture

Love it!

Guest
Guest's picture

Yeah!

Guest
prabhath's picture

This is a good slap to big people who always looking for safe ideas. I guess this idea will work from grass root level upwards.

Bravo!!!

prabhath
Activity Score 60
Art Director
Psycho Pirate's picture

brilliant!

Psycho Pirate
Activity Score 68
Creative Director
Anonymous Author's picture

Prettier girls is a beautiful idea.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

Sr. Rushmore's picture

GOLD!!!

Sr. Rushmore
Activity Score 83
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