GRUPO BOTICARIO ∙ FIFA’S WOMEN WORLD CUP 2019
As the parent company of some of the most relevant female cosmetics brands in Brazil, promoting gender equity is one of the top priorities of Grupo O Boticário. When FIFA’S Women World Cup 2019 was near, the group decided to halt its operation for the Brazilian National Team games. Just like the whole country does when the male team plays.
12.000 employees watching those matches was not enough to promote a real transformation. That’s why we proposed for our client to start a digital movement: #ComVocêEuJogoMelhor. The purpose was to invite other brands to stop their operations too.
We created a website, a song, and promotional materials (such as t-shirts, patches, and flags), which were available to download for free. More than 150 companies joined us (including Booking.com, L’oreal Brasil, and Unilever — GB’s most significant competitor). The female Brazilian players also supported the movement. By playing together with this whole team, we helped reach the biggest audience in the history of female soccer games — all of this without a single cent invested in paid media.
The campaign received the award “De Igual para Igual” by ONU Mujeres, which measures campaigns that promote gender equality in Latin America.
As the parent company of some of the most relevant female cosmetics brands in Brazil, promoting gender equity is one of the top priorities of Grupo O Boticário. When FIFA’S Women World Cup 2019 was near, the group decided to halt its operation for the Brazilian National Team games. Just like the whole country does when the male team plays.
12.000 employees watching those matches was not enough to promote a real transformation. That’s why we proposed for our client to start a digital movement: #ComVocêEuJogoMelhor. The purpose was to invite other brands to stop their operations too.
We created a website, a song, and promotional materials (such as t-shirts, patches, and flags), which were available to download for free. More than 150 companies joined us (including Booking.com, L’oreal Brasil, and Unilever — GB’s most significant competitor). The female Brazilian players also supported the movement. By playing together with this whole team, we helped reach the biggest audience in the history of female soccer games — all of this without a single cent invested in paid media.
The campaign received the award “De Igual para Igual” by ONU Mujeres, which measures campaigns that promote gender equality in Latin America.
Creative Director: Rodrigo Poersch
Head of Art: Gean Santos
Designers: Lucas Oro & Daniel Mota
Copywriter: Isabella Eger