| Title | Amy |
| Agency | Athos |
| Campaign | Hairstyles that make history |
| Advertiser | Unilever |
| Brand | Sedal |
| Date of First Broadcast/Publication | 2024 / 3 |
| Tagline | Unilever, Sedal, Bolivia, Athos, Woman, Mujer, Amy Winehouse, Frida Kahlo, Marilyn Monroe |
| Story | Sedal is the Bolivian market leader in shampoos and other hair care products. A low percentage of women in Bolivia take proper care of their hair. Only a low percentage of the population uses conditioner regularly because they do not give importance to the health of their hair and do not consider it important for the projection of their image. For International Women's Day we find a unique opportunity to show that each style makes each woman unique and unrepeatable. Hair is part of every woman's individuality. The hairstyle is part of each woman's personality and makes her unique, projecting her own style and distinguishing her. Many are the women who have made history over time and their originality has been reflected through the style of their different hairstyles. Women who make history, hair that makes history. We show iconic styles of reference women from different fields, only through their hair. With only that they are very recognizable, so we give importance to each hairstyle while paying tribute to these empowered women who changed the course of history as Frida Khalo, Marilyn Monroe or Amy Winehouse. |
| Philosophy | Hair is part of every woman's individuality. The hairstyle is part of each woman's personality and makes her unique, projecting her own style and distinguishing her. Many are the women who have made history over time and their originality has been reflected through the style of their different hairstyles. Women who make history, hair that makes history. |
| Problem | Sedal is the Bolivian market leader in shampoos and other hair care products. A low percentage of women in Bolivia take proper care of their hair. Only a low percentage of the population uses conditioner regularly because they do not give importance to the health of their hair and do not consider it important for the projection of their image. For International Women's Day we find a unique opportunity to show that each style makes each woman unique and unrepeatable. |
| Result | We show iconic styles of reference women from different fields, only through their hair. With only that they are very recognizable, so we give importance to each hairstyle while paying tribute to these empowered women who changed the course of history as Frida Khalo, Marilyn Monroe or Amy Winehouse. |
| Media Type | |
| Chief Creative Officer | Fernando Fernandes |
| Chief Creative Officer | Pablo Jove |
| Creative Director | Ale Rojas |
| Art Director | Adrian Méndez Akamine |
| Art Director | Luis Acha |
| Art Director | Alvaro Cuentas Paredes |
| Art Director | Ruben Ruiz |
| Art Director | María Fernandez |
| Art Director | Fito Chipana Ramos |
| Copywriter | Victor William Mendez Ugarte |
| Graphic Designer | Nicole Rivas |
| Graphic Designer | Estefania Roja |
| Graphic Designer | Val Montoya |
| CONTENT MANAGER | Daniela Hernández |
| CONTENT MANAGER | Daphne Monroy |
| Head Of Planning | Rebeca Gutiérrez Gros |
| Head of Media | Ruben Antonio Escobar |
| Business Manager | Maybeth Acevedo |
| Business Manager | Thalía Gonzáles |
| Business Manager | Leslie Capobianco |
| Client executives | Diego Cartagena |
| Approval Client | Mariana Cortez |
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