Valentina is a transgender woman. Until International Women’s Day 2016 on March 8, her ID said that she is a man.
WMcCann Rio created the film for L’Oreal Paris in which Brazilian Valentina Sampaio gets ready to take a picture that finally will document her pride in being a woman: The photo on her new ID.
The idea is to broadcast L’Oréal’s belief that being a woman transcends the body. Its broader message is about the fight for feminine freedom in all its expressions.
At birth, Valentina Sampaio was the son of a fisherman and a school in the Northeast of Brazil, the second of six siblings. She always felt like a girl. “As a girl, I used to wear long hair, I liked tighter, shorter clothes,” she recalls in the film.
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.
She is now 19 and a fashion celebrity. Until March 8, officially she was a man.
The film in which Valentina prepares to become recorded as the woman she knows she is, is airing on the L´Oréal Paris official Youtube channel.
The idea was created by WMcCann Rio and taken up by L’Oréal Paris with unmitigated enthusiasm. It generated instantaneous support among all partners involved in the film production – from production house KN Produções to top 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,” commented Viviane Pepe, WMcCann Rio´s creative director.
The initiative aims to reinforces the brand´s commitment to women´s empowerment and underline the 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.”
Credits
Agency: WMcCann Rio
Client: L’Oréal Paris Brasil
Product: Institutional – International Woman´s Day
Chief creative officer: Washington Olivetto
Creative VP: Guime Davidson
Creative director: Viviane Pepe
Creatives: Renata Raggi, Sabrina Villar & Leonidas Pires
Executive producer: Juliana Senra
Planning: Taciana Abreu, Maíra Miguel & Amanda Dea
Client service: Larissa Zucatelli & Fabricio Aurichio
RTVC: Tina Carlos
Social Media team: Carol Althaller, Affonso Neto, Sabrina Andrade & Rafael Rodrigues.
Production company: KN Produções
Director: Jorge Nassaralla
Soundtrack: Luciano Oliveira
Still photographer: Paulo Vainer
Costume design: Leo Neves and Felipe van der Haagen
Make-up artists: Ale de Souza and Thiago Medeiros
Clients: Isabelle Dumas, Zak Yopp, André Albarran and Elisa Vidal
