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This campaign artfully transforms the legacy of Puerto Rico’s Afro-descendant community into a visual narrative that leaps off the page. Featuring striking duotone portraits of women adorned with historically accurate braids—once-secret maps to freedom—these images embody resilience and empowerment. Each intricately styled braid tells a story of paths to liberation, carrying a potent message: "Our hair is history; our hair is power."
The campaign captivates and educates, turning readers into participants in a shared historical journey. This initiative not only celebrates cultural heritage but also showcases the power of visual storytelling to engage and inspire across generations.
Credits
Other credits
AGENCY
CEO: Edgardo Manuel Rivera
Chief Creative Officer: Enrique Renta
Chief Creative Operations: Edgardo Jiménez
Chief Media Officer: Lourdes Ocasio
Chief Operations Officer: Ineabelle Vélez
Director of Business Development: Yarimar Deliz
Lead of Business Development: Lynette M. Cintrón
Creative Director: Mauricio Cortés
Creative Director: Juan Fernández
Art Director: Liliana Peña
Art Director: Hernando Torres
Copywriter: Frances Guzmán
Digital Designer: Andrés Mazuera
Content Specialist: Alanna García
VP of Strategy: José R. González Bruno
Strategic Planner: Karina Molinary
Public Relations Consultant: Marivel Ortiz
Public Relations Business Developer: Karla Osorio
Media Business Solutions Executive: Jessica Torres
Print Production: Ileana Bravo
Print Production: Gisela de Lajara
Production Manager: Blanca Abreu
Audiovisual Editor: José Cintrón
Audiovisual Editor: Melvin Valencia
Sound Engineer: Carlos Rivera
Spanish broadcaster: Millie Gil
English broadcaster: Daisy Hobbs
CLIENT:
Gilles Delaunay, Country General Manager L'Oréal Caribe
Iniabelle Cruz, Director Professional Products Division
Cristina Lloveras, Sr. Marketing Manager Professional Products Division
Natalia Ramos, Assistant Marketing Manager
Créditos Casa Productora
Casa Productora: DDB PR
Director: Owen Acevedo
Productora Ejecutiva: Lynette M. Cintrón
Fotografía: Owen Acevedo
Asistente de Producción: Mariela Rivera
Hairstylist: Rosa Sosa
Make-up: Iraida Liz Franco
Art Direction: Alejandro J. Rodríguez Ortiz
Assistan Art Direction: Giovani Zayas López
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