Sunsilk Cable Car by Athos Santa Cruz for Sunsilk

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Sunsilk Cable Car

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Industry Hair Care
Media Film, Ambient, Digital, Interactive & Mobile, Direct marketing
Market Bolivia
Agency Athos Santa Cruz
Executive Creative Director Pablo Leiva
Creative Director Pablo Leiva, Fernando Fernandes
Art Director Fernando Fernandes, Cobo Noe Apestegui, Mauro Sanjines, Noe Apestegui, Jairo Méndez, Jimmy Carrasco, Angie Torrico, Javier Sameja, Maru Carvallo, Fito Chipana, Blanca Sardán, Ivan Cusicanqui
Copywriter Josue Nuñez, Mani Cáceres
Designer Jimmy Carrasco, Angie Torrico, Javier Sameja, Fito Chipana, Blanca Sardán, Ivan Cusicanqui
Producer Mariana Sandoval
Photographer Sebastian Fernandez
Released May 2017

Credits & Description

Category: Beauty
Brand: Sunsilk
Agency: Athos
Geo: Bolivia
Additional Info: Ambient
Advertising Agency: Athos, Santa Cruz, Bolivia
Creative Directors: Fernando Fernandes, Pablo Leiva
Art Directors: Noé Apéstegui, Mauro Sanjinés, Jairo Méndez, Jimmy Carrasco, Maru Carvallo. Angie Torrico, Javier Sameja, Blanca Sardán, Ivan Cusicanqui, Fito Chipana
Copywriters: Josue Nuñez, Mani Cáceres
Additional credits: Chichi Bravo, Fernanda Trujillo, Ximena Taborga, Angelica Jimenez, Leslie Capobianco, Cinenómada, Velcro, Maira Cano, Andrea Ivanovic, Enrique Roman, Shadyah Eid
Published: November 2016
Description: Bolivia possesses two of the highest altitude cities in the world: El Alto at 4.100 meters above sea level and La Paz at 3.700 meters above sea level. At this altitude, the only form of direct transport is the Cable Car or teleferico. The cold affecting both places is harsh for everybody, but specially for women. The weather leaves their hair dry and damaged because of hot baths and showers, the use of hair dryers, irons dyes. We used the massive public transport connecting both cities. Going up or down takes about 15 minutes, enough to communicate the benefit of the product, which is made for extreme conditions like the cold in La Paz and El Alto. We made an intervention in the transport’s cabins and the women who entered while they commuted, they were able restore their hairs and theor self esteem.