Description
One of the most curious aspects of baldness is the phenomenon known as the “bald face”—the natural folds on the back of the head that, with a bit of imagination, resemble a face. While many find this visual resemblance amusing, it highlights a real health concern: without hair to protect it, the scalp becomes more vulnerable to the sun, effectively doubling the exposed area. This increases the risk of sunburn, long-term damage, and even skin cancer.
To turn this insight into action, Mami Wata is offering a special promotion: two sunscreens for the price of one. But there’s a twist—the discount is activated by facial recognition technology capable of identifying the so-called “bald face” on the back of the head.
This professional campaign titled 'Bald Faces' was published in Brazil in April, 2025. It was created for the brand: Mami Wata, by ad agency: Artplan. This Design, Experiential, and Integrated media campaign is related to the Beauty industry and contains 7 media assets. It was submitted 9 days ago by President: Valerie Silverman Kerr of VSK Public Relations, LLC.
Credits
Agency: Artplan
Client: Mami Wata
Campaign: Bald Faces
CCOs Dreamers Group: Rodrigo Almeida, Rafael Gil
CCOs Artplan: Rafael Gil, Rodrigo Almeida, Marcello Noronha
Creative Direction: Pedro Rosas, Pedro Galdi
Creative Team: Pedro Rosas, Pedro Galdi, Mariana Carvalho, Thiago Alves
CEO Artplan SP: Gláucia Montanha
Head of Business: Anna Sant’Anna
Group Account Director: Isabel Domingues
National Head of Planning: Paula Lagrotta
Head of Media: Joana Chulam
Project Director: Aurora Blotta
Project Manager: Andrea Hedler
Creative Data Director: Carolina Amorim
Content Director: Mayara Sauer
Head of RTV: Felipe Cunha
RTV Manager: Angela Felício
PR: Cláudia Nascimento, Luciana Thomaz
Mami Wata Team: Olivia Rabacov, Joana Estellita, Antonia Andrada, Crib Tanaka, Ronald Rosa
Image Production Company: Crème Company
Direction: MANIMOU
Executive Production: Fernando Carvalho
Production Coordination: Fernanda Hlataki
Account Management: Stella Shinyashiki
Director of Photography: Thiago Cauduro
Production Director: Eduardo Fernandes Ramos
Art Direction: PH de Menezes
Casting Producer: Rapha Barcalla
Makeup: Vinicius Gabriel Negrão
Stylist: Carol Donato
Post-Production: Ruffos Post
VFX and Post-Production: Post it VFX, Cerca Studio
Color: Cora Post
Photographer: Paulo Vainer
Digital APP Development – 4Tuna: Victor Gaudio, Guilherme Cameron
