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WMcCann Brazil Celebrates Femininity in All Forms with L’Oréal Paris

McCann LATAM, 6 months, 3 weeks ago

Transgender woman Valentina Sampaio stars in new campaign for International Women's Day

WMcCann Brazil Celebrates Femininity in All Forms with L’Oréal Paris

L’Oréal Paris believes that being a woman transcends the body, which is why the brand is broadcasting a message about the fight for feminine freedom in all its expressions by presenting the story of Valentina Sampaio of Brazil. The campaign was created by WMcCann Brazil’s Rio office.

A fisherman´s and school teacher´s son born in the Northeast of Brazil, Valentina Sampaio is the second of six siblings. But Valentina always felt like a girl, as she recollects in a L’Oréal Paris' video released March 8th: "As a boy, I used to have long hair. I liked tighter, shorter clothes”.

Valentina started expressing herself as a girl at the age of 10. She started her modeling career at the age of 15 in a local fashion show and steadily became more successful in the fashion industry.


Now 19 and a star, Valentina is a transgender woman. But, despite feeling like a woman her entire life, until today her ID did not reflect this reality. This is the focus of the film, which shows Valentina getting ready to take a picture that finally will document her pride in being a woman: The photo of her new ID. 

The idea, created by WMcCann Rio, was promptly embraced by L’Oréal Paris and generated instantaneous support among all partners involved in the film production – from production house KN Produções to well-known Brazilian fashion photographer Paulo Vainer.

"We want to share the message of feminine pride everywhere, showing that a woman´s identity goes way beyond gender," said Viviane Pepe, WMcCann Rio´s creative director.

The initiative reinforces the brand´s commitment to women´s empowerment and shows the ongoing relevance of its 1970’s tagline “Because you’re worth it”. With this homage, L’Oréal Paris reaffirms the credo “Beauty To All”. Because to L’Oréal Paris, every woman worth it. 

Creative Agency

Chief Creative Officer: Washington Olivetto

Creative Director: Viviane Pepe

Planner: Taciana Abreu, Maíra Miguel and Amanda Dea

Executive Producer: Juliana Senra

Creative Agency: WMcCann Rio

Creatives: Renata Raggi, Sabrina Villar and Leonidas Pires

Creative Vice President: Guime Davidson

Music and Sound

Music Production: Luciano Oliveira

Print / OOH

Photographer: Paulo Vainer

Production Company

Director: Jorge Nassaralla

Production Company: KN Produções

Category: Beauty/health , Shampoo

Genre: Dialogue