Some Brazilians have a belief that national production will always be of lower quality than anything that comes from abroad. We all know that’s not true.

To counter this outdated mindset, a new format: O Boticário’s first anti-ad.

So we cast the villain of the moment, the iconic Odete Roitman, to embody these beliefs.

Next, we separated fiction from reality and brought a national darling, the actress Débora Bloch, to act the exact opposite, introducing the Cica and Pantenol products from Botik, by O Boticário.

We wrapped up the campaign with a pack of native digital content featuring actress Debora Bloch showing her daily routine using the products once criticized by Odete, now among the most talked-about in Brazil.