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FCB Encourages You to Listen to Your Heart in Powerful Ad for Bissú Cosméticos

The ad stars Mexican model Iliana Paredes, who has been deaf since birth

FCB Encourages You to Listen to Your Heart in Powerful Ad for Bissú Cosméticos

Bissú Cosméticos, a Mexican cosmetics company, believes makeup is a tool to discover one’s self, enabling every Mexican woman to express herself in her own way on a daily basis. Although we have seen it before in previous campaigns under the concept of “Make It Up,” this time in conjunction with FCB Mexico, led by Eric Descombes, Bissú’s nail polish collection pays tribute to those women who express themselves through speaking their hearts with their hands.


The campaign, which launched this week during the International Week of the Hearing Impaired, features professional model Iliana Paredes. Iliana is part of the 70 million people in the world who watch ads each day that doesn’t speak their language. Bissú does the opposite in this new campaign. “I listen to my heart. It is the only thing I can hear. Look at my hands, my heart speaks through them,” is part of the campaign’s powerful message.


Humberto Polar, Creative EVP for FCB Mexico, said: “Look at the way she expresses herself, her movements are like a piece of art. Watching someone speaking from her heart and using her hands as grammar means is pretty exciting.”

Creative Agency

Creative Agency: FCB

Creative Director: Ana Noriega/Úrsula de la Sotta

Copywriter: Ana Noriega

Art Director: Edgar Rodríguez

Producer: Julio López/Héctor Méndez

Account Managers: Jimena Macías/Victoria Boisbouvier

Planners: Rocío Fernández

Production Company

Production Company: Postal Films

Executive Producer: Lulú de la Chica y Omar Uscanga

Director: Norman Christianson

Photographer : José Luis Castañon/Norman Christianson


Editor: Eduardo García

Post Production / VFX

Post Production Company: By Numbers

Category: Beauty/health , Cosmetics

Genre: Digital , PR , People , Storytelling