About the Project

Creation of the “Pink October” (Breast Cancer Awareness Month) campaign for PolloShop (Curitiba). The goal was to align the mall’s brand with the global prevention movement, using an approach that resonated with the fashion and retail audience without losing the seriousness and emotion required by the topic.

The Strategy (Fashion with Purpose)

The creative concept turned prevention into a “trend” that never goes out of style. The campaign was based on three pillars:

Empowerment Copywriting: Headlines were written in the first person (“I Respect,” “I Think,” “I Wear”), positioning women as active protagonists of their health rather than victims. The tagline ties the concept together: “Wearing this cause is always a trend”.

Art Direction (Duality)

The layout uses a striking visual split. On one side, pure magenta (the cause’s color) with the manifesto text; on the other, photography of real, happy women. This creates a balance between the campaign’s warning and the celebration of life.

Representation: The assets address different profiles and motivations:

The Young Woman: Focus on self-knowledge (“I respect my body”).

The Mature Woman: Focus on social engagement (“I wear this cause”).

The Mother: Focus on legacy and family (“I think about my future”).

The Result

A humanized campaign that strengthened the emotional bond between PolloShop and its predominantly female audience, reinforcing the brand’s social role beyond mere consumption.