Advertising Agency: BETC/Havas
Client: Jequiti
Product: Institucional
Media: Internet / National
CCO: Erh Ray
Creatives: Rodolfo Barreto, Daniel Schiavon
Art Director: Guilherme Possobon
Copywriter: Victor Castelo
Communications / PR: Camila Nakagawa
Account Executives: Daniela Keller, Fernanda Modena e Isabella Peretto
Media: Carlinha Gagliardi e Ariane Finavaro
Producer: Mariane Goebel e Ana Lucia Marques
Video Producer: Bossa Nova Films
Director: Georgia Guerra-Peixe (Joca)
Photography Director: Arthur Rosa França
Audio: Jamute
Client Approval: Antônio Mônaco, Mônica Gregori e Vera Sousa
Published: May 2018
Synopsis:
In Brazil's largest economic crisis, unemployment reached 12.7 million people. Most of the unemployed are women and many of them think that makeup is one of the most important things in a job interview. But what if Brazil's most popular makeup brand said just the opposite? We invited a few women to have their makeup done by a professional on the day they had a job interview, with the help of one of the largest recruitment companies in Brazil (Mappit). But we had one condition: they couldn’t look in a mirror until the interview was over. We made a video and released it online the day before Labor Day (May 1).
Everybody says that the right make-up is one of the most important things for a woman in a job interview. But, what if one of the Brazil's most popular make up brands just said the opposite? Jequiti did that.
Studies show that the Brazilian economic crisis has generated devastating consequences to the Brazilian workers. According to the Brazilian Institute of Geography and Statistics (IBGE), from 2017 to February 2018, more than 10 million Brazilians were unemployed. However, women represent more than a half of this number – turning this scenario into another proof of gender inequality.
The pursue of job relocation profoundly affects women's self-esteem. To help solving this problem, and also taking advantage of the International Labour day, Jequiti presented “The Invisible Make Up” – a campaign created by BETC São Paulo.
The idea was to create a way to strengthen these women's self-confidence during job interviews. How? Using the "placebo" effect.
Jequiti invited Mappit – one of the biggest Brazilian recruiter companies – to assist on the selection of women who were actually looking for job reallocation. The selected participants were Tamires Oliveira (25) and Leticia Franco (22). Both wear make up every day – even for basic occasions, such as going to the supermarket – and also have been looking for work opportunities since 2017.
In order to be ready and confident for their next interview, Tamires and Leticia received a special invitation: to have a professional make up session before the meeting, under the condition of not looking at the mirror at any moments.
The result: both achieved excellent performance during their job interviews. But the most surprising was still to come: after the appointments, both noticed they were not wearing any make up at all. And to those who question why a make up brand decided to advise against its own products, Jequiti’s campaign tagline answers: "You just need yourself. But if you need us, we are here".