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Step into the world of Mami Wata’s wild marketing campaign, the place we discover the sudden: humour in bald heads, facial recognition & sunscreen.
Latest research have proven that humour could be a highly effective device in communication. In line with Oracle’s The Happiness Report, 91% of shoppers want manufacturers that use humour, and 90% usually tend to keep in mind humorous advertisements. But, solely a fraction of manufacturers embrace humour of their campaigns. Impressed by this hole, Mami Wata—a Brazilian model identified for high-performance, pure, vegan, and reef-safe skincare—launches Bald Face. This marketing campaign makes use of lightness and creativity to lift consciousness a few critical problem: solar safety for bald folks.
One of the vital intriguing points of baldness is the phenomenon generally known as the “bald face”—the pure folds on the again of the pinnacle that, with a little bit of creativeness, resemble a face. Whereas this visible resemblance might carry a smile, it additionally highlights a critical well being concern: with out hair to guard it, the scalp turns into extra susceptible to the solar, successfully doubling the uncovered space. This will increase the danger of sunburn, long-term injury, and even pores and skin most cancers.
To show this perception into motion, Mami Wata is providing a particular promotion: two sunscreens for the worth of 1. However there’s a twist—the low cost is activated by facial recognition expertise able to figuring out the so-called “bald face” on the again of the pinnacle.
Exploring Mami Wata’s Humorous Marketing campaign
In a daring and sudden transfer, the marketing campaign subverts a widely known expertise—facial recognition—and applies it in a manner by no means seen earlier than: to not unlock your cellphone or confirm your identification, however to detect a smiling fold on the again of your head and grant you a health-focused profit.
Developed in partnership with Artplan, this innovation makes use of machine studying algorithms skilled to recognise facial options in unconventional areas. As soon as a “bald face” is detected, the system routinely unlocks the promotion, reinforcing the marketing campaign’s core message: for those who’re uncovered to twice the solar, you want twice the safety. It’s a message that’s laborious to disregard.
Laughing All of the Option to Consciousness
The initiative was created by Artplan—the biggest Brazilian company with 100% nationwide capital—and it reinforces the significance of prevention, early prognosis, and easy each day habits for pores and skin well being. The marketing campaign’s launch movie creatively highlights the “bald face” impact, that includes bald people whose head folds resemble faces with “eyes,” “noses,” and “mouths,” bringing the idea to life in a heat, respectful, and memorable manner.
Outstanding bald personalities, together with former Olympic swimmer Fernando Scherer (Xuxa) and actor-comedian Toninho Twister, are becoming a member of the initiative, sharing their very own messages and experiences on social media to amplify the marketing campaign’s attain.
“Our problem was to speak a critical well being problem in a manner that felt human and approachable,” says Rodrigo Almeida, also referred to as Monte, Chief Artistic Officer of Artplan. “We consider that humour, when used with care and empathy, could be a bridge to actual consciousness and alter.”
To entry the two-for-one sunscreen promotion, go to www.baldfaces.com.
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