BRANDBOOK by Santa Clara for Quem Disse, Berenice?

BRANDBOOK

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Industry Cosmetics & beauty products, Makeup
Media Design & Branding
Market Brazil
Agency Santa Clara
Creative Director Fernando Campos, Valdir Bianchi
Art Director Apoenan Neves
Copywriter Apoenan Neves
Released October 2012

Credits & Description

Advertiser: QUEM DISSE, BERENICE?
Agency: SANTA CLARA
Category: Fast Moving Consumer Goods
Copywriter: Apoenan Neves (Santa Clara)
Creative Directot: Serginho Lobo (Santa Clara)
Creative Director: Fernando Campos (Santa Clara)
Art Director: Apoenan Neves (Santa Clara)

Client Brief Or Objective
To launch 'Quem disse, Berenice?' a new cosmetics brand that brings, even in its name, a questioning attitude.

Implementation
We transformed the brand's presentation book into a makeup rules book.At first sight, it is a real one with rules and all.But once opening it, a fake book is noticed, keeping the essence of the brand protected: the freedom of applying makeup.It is a book that shows, using all the senses (touch, smell, hearing) how to break rules, even when presenting a brand.

Brief Explanation
Launching the brand showing people that make up (and beauty) should be fun and free of rules.

Outcome
The new consumers had the chance to touch, feel and smell the book and question themselves about all those makeup rules that they see in beauty magazines.