KOLESTON PHOTO BOOTH by Leo Burnett Tailor Made Sao Paulo for Koleston

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KOLESTON PHOTO BOOTH

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Industry Hair Care
Media Design & Branding
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Rodolfo Fernandes
Copywriter Daniel Funes
Producer Maria Fernanda Moura, Iracema Nogueira
Released February 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: PROCTER & GAMBLE
Product/Service: KOLESTON
Agency: LEO BURNETT BRASIL
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Rodolfo Fernandes (Leo Burnett Brasil)
Copywriter: Daniel Funes (Leo Burnett Brasil)
Accounting Director: Isabel Coletta (Leo Burnett Brasil)
Accounting Supervisor: Camila Chagas (Leo Burnett Brasil)
Accounting Vice President: Denise Milan (Leo Burnett Brasil)
Media Vice President: Alessandro Visconde (Leo Burnett Brasil)
Media Supervisor: Adriana Lira (Leo Burnett Brasil)
Media Director: Ana Claúdia Rosati (Leo Burnett Brasil)
Producer: Iracema Nogueira (Leo Burnett Brasil)
Producer: Fernanda Moura (Leo Burnett Brasil)
Experience: Renato Frey (Leo Burnett Brasil)
Experience: Larissa Gonçalves (Leo Burnett Brasil)
Experience: Natalie Burztyn (Leo Burnett Brasil)
Experience: Amanda Felício (Leo Burnett Brasil)
Experience: Christina Johansson (Leo Burnett Brasil)
Planning Vice President: Patricia Weiss (Leo Burnett Brasil)
Planning Director: João Gabriel (Leo Burnett Brasil)
Planning Manager: Sara Silva (Leo Burnett Brasil)
Producer: (Mukeca Filmes)
Media placement: Out of home - Parking Lot - 01 March 2010

Describe the challenges and key objectives
Make women beautiful in IDs snapshots. So that when women have to show their picture in IDs, instead of the normal embarrassment, they could feel proud.

Describe the brief from the client
In a remarkable and original way, show to the female public how much Koleston cares for the self-esteem of Brazilian women

Describe how you arrived at the final design
We made an innovative construction, both in the proposal as well as in the structure. We created the Koleston Space, a mix of beauty parlor and photographic studio. There, after going through a session of beauty, women were photographed by a professional and then could immediately use their new snapshot to get a new ID.

Give some indication of how successful the outcome was in the market
In the first week alone we had the participation of over 2000 women. It stimulated the participants to get new IDs. It got highlights in dozens of internet websites. It was news in journalistic and variety media, receiving a whole piece in some of them. Finally it was commented by thousands of people on tweeter.