L’Oreal transcends gender, celebrates feminine pride transgender woman


L’Oreal Paris Brazil has launched a film conceptualised by WMcCann Rio for International Women’s Day.

The film features a young woman getting ready in front of a dressing mirror. She narrates that she loves being a woman. She states that Women’s Day is important, not for being given flowers, but says “We want respect.” She reveals that it is her first Women’s Day, before the titles reveal that she is a transgender woman. “I am ready,” states Valentina, posing for a picture that will be on her ID, her first, officially, as Valentina. The brand signs off with the message: ‘Every woman is worth it’.

A note from the agency reveals that Valentina Sampaio was born to a fisherman and school teacher as a son in the Northeast of Brazil. She started expressing herself as a girl at the age of 10, started modeling at the age of 15, and is now 19, and a star model, and a transgender woman. Despite feeling like a woman her entire life, until today her ID did not reflect this reality.

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


Agency: WMcCann Rio
Client: L’Oréal Paris Brasil
Product: Institutional – International Woman´s Day
CCO: Washington Olivetto
Creative VP: Guime Davidson
Creative director: Viviane Pepe
Creatives: Renata Raggi, Sabrina Villar and Leonidas Pires
Executive producer: Juliana Senra
Planning: Taciana Abreu, Maíra Miguel and Amanda Dea
Client service: Larissa Zucatelli and Fabricio Aurichio
RTVC: Tina Carlos
Social media team: Carol Althaller, Affonso Neto, Sabrina Andrade and Rafael Rodrigues.
Production house: 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
Client approval: Isabelle Dumas, Zak Yopp, André Albarran, Elisa Vidal

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