Bruna ⋆ Creative | Concept | Writer — TRESemmé 2025. The new language of culture is here.

TRESemmé

Ethereal Campaign aka

“the Maria Bethania campaign.”

THE TASK
Reposition TRESemmé and set a new era for the brand. Redder. Bolder. More digital.

THE INSIGHT
To tell the simple truth: frizz has no fix - it’s mostly caused by humidity, and no one can control the weather. But TRES has the longest-lasting frizz control.

THE TONE OF VOICE
Sharp and honest.

Almost risky.
No overpromises.

THE CELEB
Our celeb for this campaign was Sabrina Sato. Famous TV presenter and model who is known for her humor, charisma and…for her perfect hair. If this is a frizz-free campaign, she's got to be our girl.

THE TWIST
what if you don't want to have frizz-free hair?

Maria Bethânia is arguably Brazil’s most iconic singer. No voice comes close.

Her hair? Untamed and free - just like her.

SHE’S FAMOUSLY AD-AVERSE.
So Brazil was shocked to see her in a haircare

commercial saying: “I’d never use this.

Not for a minute. Not even for 72 hours.”

Sabrina asks Bethania: “How are we gonna do this campaign, Bethânia?”
The answer: “With the truth. You with yours, and me with mine.”

For those who want frizz control: Sabrina. For those who embrace their hair as it is: Bethânia. Hired as a Senior Copywriter freelancer for OOO Agency

The-best-team-ever

Partner x ECD: Beatriz Borges

Parner x Editor: Robe Dalazen

Strategic Planning Manager: Isadora Reis

Digital Strategy: Ana Clara Meirelles

Strategy and Planner: Giulia de Simone

Strategy and Planner: Amanda Klug

Head of Content: Babi Naswaty

PMO: Vivian Gaieski

Creative Coordinator & Trend Researcher: Bruna Togni

Art Director: Luana Padjem

Role: Led TVC script development and reference research >>big idea ideation rounds>> client meetings>> co-wrote Bethania script drafts with Ana Clara and Isadora Reis >> helped define the core concept and key messages of the campaign.