We teamed up with a tickets site on the web and one of the biggest cinema networks in the country. When the user purchased 2 movie tickets, he was impacted by a banner asking if he was going to watch the movie with a woman. If so, he was invited to record a personalised tribute to her hair using his webcam through the banner.The film of the campaign was being displayed in the movie theatre. Since the audience was focused on the commercial, we took the opportunity to insert the personalised tributes which were recorded on the tickets website.

This tribute to the relation of women with their hair went much further than movie theatres. The video of the action reached: 212,000 shares of the video on Facebook, 54,000 ‘likes’, 14,000 tweets mentioning the video. Besides that, the Natura Plant shampoo line achieved an increase of 3% of share in sales of the products of the brand and generated spontaneous media in magazines, blogs, newspapers and pay TV measured in US$ 2.3MM.