Bolivia possesses two of the highest altitude cities in the world: El Alto at 4.100 meters above sea level and La Paz at 3.700 meters above sea level. At this altitude, the only form of direct transport is the Cable Car or teleferico. The cold affecting both places is harsh for everybody, but specially for women. The weather leaves their hair dry and damaged because of hot baths and showers, the use of hair dryers, irons dyes. We used the massive public transport connecting both cities. Going up or down takes about 15 minutes, enough to communicate the benefit of the product, which is made for extreme conditions like the cold in La Paz and El Alto. We made an intervention in the transport’s cabins and the women who entered while they commuted, they were able restore their hairs and theor self esteem.
Ambient advertisement created by Athos, Bolivia for Sunsilk, within the category: Beauty.
Creative Directors: Fernando Fernandes, Pablo Leiva
Art Directors: Noé Apéstegui, Mauro Sanjinés, Jairo Méndez, Jimmy Carrasco, Maru Carvallo. Angie Torrico, Javier Sameja, Blanca Sardán, Ivan Cusicanqui, Fito Chipana
Copywriters: Josue Nuñez, Mani Cáceres
Additional credits: Chichi Bravo, Fernanda Trujillo, Ximena Taborga, Angelica Jimenez, Leslie Capobianco, Cinenómada, Velcro, Maira Cano, Andrea Ivanovic, Enrique Roman, Shadyah Eid