Celebrating Creativity #144 – Niely

Experiential marketing always involves thinking outside the box and this ambient campaign from Niely Cosmetics is no exception!

To promote its hair Straightening products, Niely took over the boardwalk of Copacabana Beach – one of the main Brazilian postcard sites that is known for its wavy texture – and transformed it into straight lines.

By representing the idea that ‘if Niely can straighten out Copacabana sidewalk, it can straighten out curly hair’ – the guerrilla tactics attracted the attention of passers by and local media. 

Check out the video below and tweet us your thoughts @Hotcow!