A sexist song. Not only this. One of the most famous Samba songs of all times. Writen by Martinho da Vila – one of the greatest Brazilian samba performers of all times. A sexist song redeemd. It was a man singing about his philandering. Now a song about a woman who is many. It was the father. Now it is his daughter singing. She can be every woman if chooses to. Her voice redeems her father's song. A song she never really liked anyway.

It all started with a videoclip, where Maira Freitas - Martinho’s daughter - recorded a brand new version of MULHERES / WOMEN, followed by a series of makeup tutorials - the first ones created on vertical mode in Brazil - representing every one of the many women sung in the song. Following that, we created a strong content strategy that gave every chance women needed to be ans express themselves, reaching people on our website – with desktop and mobile versions, social media (facebook, twitter, instagram, youtube, pinterest), media display pieces, mobile ads, PR and media buzz.

780 Million impacts; 34 Million views (main video + tutorials; 391.000 interactions with our content (likes, comments, shares); 239.000 accesses to the campaign landing page; 40.500 leads to redenatura.net, Natura’s e-commerce website.