THE FREEDOM OF BEAUTY
ESIKA Cosmetics attached its prestigious brand to a social action project, The Freedom of Beauty. The original concept came from the Ogilvy & Mather Advertising Agency in Argentina, under the supervision of creative director Javier Mentasti. Four female inmates are about to be freed after serving their sentences. They ponder deeply about their experience in jail while preparing to face likely discrimination in the city. Once free, all they want is to embrace their beloved children and family waiting for them at home. ESIKA will empower these women through the rediscovery of their unique beauty. Everything is set for the encounter.
Ogilvy & Mather, Argentina
Geometry Global, Perú
Javier Mentasti, Maximiliano Maddalena
ESIKA, Perú 2014