Anti-Frizz | We chose to sell truth - not promises.
TRESemmé
TRESemmé has always been a symbol of professional performance. But with OOO, the brand takes on a new role — one that embraces real textures, real people, and real stories. Through a series of digital campaigns, social activations, and brand storytelling, OOO helped TRESemmé Brazil redefine beauty beyond perfection — making confidence the true signature of great hair.
The campaign sparked conversation and recognition, showing that confidence can’t be bottled — but it can be inspired. TRESemmé Brazil reinforced its place as a leader in professional haircare while embracing a more inclusive, culturally resonant voice.
— Increased organic engagement on social channels
— Strong resonance among Gen Z and millennial audiences
— Expanded brand relevance beyond traditional beauty standards
OOO.Agency continues to build TRESemmé Brazil as a platform for self-expression — where performance and personality coexist, and beauty feels like freedom.
In a world where haircare is no longer about control, but about freedom
and expression, TRESemmé needed to speak the language of authenticity.
The mission: turn the brand’s professional legacy into a platform for
self-expression — celebrating individuality, imperfection,
and power in every strand.
The “Anti-Frizz Anti-Campaign” turned traditional beauty advertising on its head. Featuring celebrity Sabrina Sato and singer Maria Bethânia, known for her curly, natural hair, the campaign took a bold stance: “You want to know if I’ll use it? Not for 72 hours, not ever.” Instead of promising transformation, the campaign celebrated acceptance — sparking conversation across Brazil about self-image and authenticity.
That way, we broke the formula and made everyone stop and watch three minutes of branded content — and replay it so much that it added up to two years of total watch time.
It was the most shared and engaged campaign in the brand’s history, generating the highest sales traffic on Amazon for Unilever Brazil.
TRESEMMé
36,3M ALCANCE
289.6M VISUALIZAÇÕES
448K ENGAJAMENTO
TRESEMMé
WHERE PERFORMANCE AND PERSONALITY COEXIST, AND BEAUTY FEELS LIKE FREEDOM.
CREDITS
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Creative concept, production, script, strategy, and editing OOO
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General Direction Beatriz Borges
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Creative and Content Strategy Bárbara Nawasty, Ana Clara Meirelles and Isadora Reis
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Script Bruna Castro, Luiza Reis, Ana Clara Meirelles, Isadora Reis and Júlio Emílio
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Executive Production Allison Gonçalves and Helena Sasseron
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PR Agency INDEX
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Talent Sabrina Sato and Maria Bethânia
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Director, Director of Photography and Photography Fernando Young @Beltrame Mgmt
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Assistant Director Vinicius Mendes
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Executive Production Allison Gonçalves and Helena Sasseron
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Film Executive Production Beltrame Mgmt
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Editing Rob Dalazen (OOO Studios) and Paulo Godoy
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Art Direction Gizele Müller
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Art and Set Design Team Marco Paes, Filipe Cruz and Mimi Marques
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Production – Bethânia Joyce Cordeiro
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Production – Sabrina Lucas Cecílio
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Styling – Sabrina Pedro Sales
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Styling – Bethânia Gilda Midani
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Hair & Makeup – Sabrina Krisna Carvalho
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Hair & Makeup – Bethânia Henrique Martins