Protex Tattoo is a new product by Protex designed to preserve tattooed skin. The brief was to activate the regional campaign – “Preserve your history” – locally, in the Brazilian market. But we knew that in order to speak to a broader audience and impact them in a very cluttered skin market, we had to go beyond a normal launch and create a brand experience that could make people feel something different. So, we searched for an insight that would give us the leeway to make it so and found something – have you ever seen tattoed people over 60?

The idea was to invite three women over 60 who never tattooed because of prejudice, and ask them to tell their stories. Little did they know that a tattoo artist was hearing it all, creating art from the inspiration that arose from these stories. Then, we surprised the women with a tattoo and offered them the chance to put them of their skin – a chance all three grabbed on the spot. Out of that activation, a photoshoot happened and served as the basis for the entire campaign, that counted on off and on creative pieces.

Our strategy was to talk about people who never got a tattoo instead of those who did – and by doing that, we wanted to tap into something everyone felt one day: the desire to do something that the society did not allow you to do. We could have gone the route of rockstar, soccer players and artists. But instead, we chose three real women who never tattooed because of prejudice, and through their experiences, we hoped to connect with the tattooed audience overall.

We invited three women over 60 who never got a tattoo, but always wanted to. They arrived on set without knowing anything about the project. We interviewed them and they told why they never got the chance to tattoo. All the while, a tattoo artist was hearing it and drawing a tattoo for each one of them. Then, they saw the drawings and were offered the chance to put them on their skin. From these tattoos, a photoshoot took place, and serve as the basis for the entire campaign across all channels. All of the process was filmed, and became content on social media.

Reach: 4.2 MM

36 publications/earned media

130 organic IG stories

3 tattoos finally made!