A campaign portraying an utopian world to highlight what the future should be: a place where women are free to occupy every space without any fear. In this world, we have a plurality of women living under the same rights and supporting one another.

In such a sad reality and unhopeful future, Avon dared being optimistic and showing the reality it wants to live, not its dissatisfaction with the world.

The campaign asks and invites women to never give up fighting for equal rights, to never “Kill the samba” and shows a projected world in the future: the world Avon believes will exist soon.

We created a digital film with three protagonists that represent important female clusters: a black woman, a female rapper and a drag queen. They were not only in the film, but also on Avon brochure.

Along with them, we gathered 14 other artists and digital influencers that helped us make our campaign even more meaningful and with several easter eggs, such as the song “Não deixe o samba morrer” (Don’t let the samba die), a classic in the history of Brazilian music that represents the hope for a new reality. We also have the crucial moment of a tray falling on the floor and the women that were sitting on the restaurant table just look at it and smile. This refers to a collective formed by four black girls after they were mistaken by cleaning ladies in a mall in São Paulo, simply for the color of their skin.

989MM impressions (26% higher than planned); 696MM impacts (70% higher than planned); 124MM views in all platforms (84% higher than planned); 64MM engagements in all platforms (51% higher than planned); 11MM clicks in all media outlets (19% higher than planned); 4MM Color Trend lipsticks sold; a raise of 940.8% in the search for the term "Avon commercial" on Google; Top 3 best LGBT commercials of 2017 according Hornet.