Koleston Wella: Id Snapshot Makeover

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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

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21 comments

Hiperion's picture
Hiperion
3138 pencils

great job :)

Galo's picture
Galo
441 pencils

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

Dzsoi's picture
Dzsoi
5268 pencils

Indeed, women will be grateful for sure.

Guest's picture
Guest

Nice!

Guest's picture
Guest

Nice!

TKoD's picture
TKoD
103 pencils

Good idea.

Guest's picture
Guest

Agree!

Guest's picture
Guest

agree

Guest's picture
Guest

bueno

Guest's picture
Guest

Geat insight...

Guest's picture
Guest

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

Guest's picture
Guest

i like.

the_lizard_king's picture
the_lizard_king
1259 pencils

superb!!!

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

Guest's picture
Guest

Amazing idea! Really good insight! Congratulations!

Guest's picture
Guest

Simply brilliant : )

Guest's picture
Guest

Love it!

Guest's picture
Guest

Yeah!

prabhath's picture
prabhath
60 pencils

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!!!

Psycho Pirate's picture
Psycho Pirate
65 pencils

brilliant!

Anonymous Author's picture
Anonymous Author
1541 pencils

Prettier girls is a beautiful idea.

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

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

Sr. Rushmore's picture
Sr. Rushmore
78 pencils

GOLD!!!

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