Avon is trying to be a brand with a purpose, by supporting and creating campaigns for women rights.
In Costa Rica, most violence against women occurs during and after the national tournament soccer matches. Alcohol consumption and anger fuel an already male chauvinist society, as the number of aggression reports skyrockets at those times.
During the most followed game of the season ("The Classic", Saprissa-Alajuela) we aired the commercial several times. It had a huge impact which was immediately shown in social media, where people used the hashtag #NiUnaMenos (#NotOneLess) to praise the brand for its courage. #NiUnaMenos is an already established movement which demands the end of violence against women.
Chief Creative Officer:Javier Urbaneja
Creative Director:Joshua Rueda Mego
Art Director:Mauricio Mejía
Media Director:Gaby Navas