Studies have shown that bald people or those with thinning hair can face higher risk of developing skin cancer through exposure to sun damage. Mami Wata, a Brazilian skincare brand, is highlighting the important issue and the need for sun protection albeit in an unconventional way – by focusing on ‘bald faces’, in other words the lines and ridges that are sometimes visible on the back of bald people’s heads, which can resemble facial features.

“Our challenge was to communicate a serious health issue in a way that felt human and approachable,” says Rodrigo Almeida, CCO of Artplan, the Brazilian agency behind the campaign. “We believe that humour, when used with care and empathy, can be a bridge to real awareness and change.”

The launch film opens with the blazing sun peeking out over what appears to be a planet, before it’s revealed to be an ultra close-up shot of a head. The ad then descends into a cheesy infomercial-style sales pitch starring a group of various ‘bald faces’ – a far cry from your average health-focused campaign.

The project also involves a dedicated platform that claims to use facial recognition technology to identify people’s ‘bald face’ when they upload a photo, which then unlocks a two-for-one promotion on sunscreen. It’s all a bit silly, but it does ensure that it stands out, which seems to be exactly the point. The agency points out that “according to Oracle’s The Happiness Report, 91% of consumers prefer brands that use humour, and 90% are more likely to remember funny ads”.

Credits:
Agency: Artplan
CCOs, Dreamers Group: Rodrigo Almeida, Rafael Gil
CCOs, Artplan: Rafael Gil, Rodrigo Almeida, Marcello Noronha
Creative Directors: Pedro Rosas, Pedro Galdi
Creatives: Pedro Rosas, Pedro Galdi, Mariana Carvalho, Thiago Alves
Director: Manimou
Post-Production: Ruffos Post
VFX/Post-Production: Post it VFX, Cerca Studio
Colour: Cora Post