To make people review and confront their beauty biases, we created a DOOH campaign that consisted 2 phases. First, we described a woman, in text only, and invited people to imagined someone that would fit the description. Then, we revealed the woman behind the description and her image was totally unexpected, yet still perfectly matched the description.

Please note: "Gaúcha" is a person who born in the state of Rio Grande do Sul, where the majority of the population is from Germanic descent and has blue eyes, pale skin and blond hair.