Brazilian Beauty encourages women to ‘believe in beautiful’ in new campaign via Engine Group

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Screen Shot 2016-07-28 at 7.57.26 am.jpgEngine Group has launched an innovative campaign for Brazilian Beauty aimed at giving women the confidence to Believe in Beautiful.

The new direction is part of a drive to position the brand as more than a waxing and tanning service.

Says Tim Weger, managing director, Engine Group: “There are so many ways Brazilian Beauty helps women feel better about themselves – so it was important to shift the focus from specific products and services to an emotional platform.”

Posters_Freya.jpgCentral to the new campaign is a TVC that films various women reflecting on what they see in a two-way mirror. Without a word spoken, it captures moments of insecurity, discomfort and acceptance. As the supers explain, the message is: Look in the mirror. That’s your competition.

An interactive version allows online viewers to take the Mirror Test for themselves – utilising a computer’s webcam to display their ‘reflection’ onscreen.

Rather than use typical models to represent the brand, a nationwide social media-led campaign was launched, inviting everyday women to be one of the new faces of Brazilian Beauty.

After receiving hundreds of video entries – in which applicants were asked to explain what beauty Posters_Jo.jpgmeans to them – six finalists aged 13-61 were selected to be photographed by the world-renowned Israel Rivera for a campaign that includes Adshels, billboards, online and retail press.

Says Kory McAvoy, creative director, Engine Group: “Every aspect of this campaign is about confidence – encouraging people to embrace their own kind of beautiful and believe in themselves. We can’t change who we are. But we can change the way we think and feel about ourselves.”

Creative Agency: Engine Group

Tim Weger – Managing Director

Kory McAvoy – Creative Director/Senior Creative

Ken Roney – Creative Director/Senior Creative

Mark Smith  – Senior Writer

Posters_Kezia.jpgGaby Bush – Writer

Sarah Deery – Account Director

Sarah Ferguson – Account Director

Eloise Eagles – Account Manager

Graphic Designer – Megan Le-Nguyen

Graphic Designer – Suvi Tikka

Senior PR Account Manager – Lily Lovell

 

Stills & Mirror Video Content: Agent K Creative

Israel Rivera – Photographer

Katrine Bowman – Producer

Music: Jarsonic

Composer – Raf Mikolajczyk

Producer – Daniel Gatland

Video Production – Brand Content:

Editor – Ricky Marks

Video Production – Mirror Content:

Editor – Annika Salisbury

Mirror.jpgVideo Production – Keziah Content:

Director & Editor – Phoebe Galloway

Digital Production – Niche Studios

Developer – Mikael Wedemeyer

Digital Developer – Lachlan Arthur