Humor meets awareness in new Mami Wata spot
In an initiative created by Artplan, Mami Wata sunscreen develops facial recognition technology capable of identifying hidden faces on the back of bald heads.
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Recent studies have shown that humour can be a powerful tool in communication. According to Oracle’s The Happiness Report, 91% of consumers prefer brands that use humour, and 90% are more likely to remember funny ads.
Yet, only a fraction of brands actually embrace humour in their campaigns. Inspired by this gap, Mami Wata, a Brazilian brand known for high-performance, natural, vegan, and reef-safe skincare, launches Bald Face, a campaign that uses lightness and creativity to raise awareness about a serious issue: sun protection for bald people.
One of the most curious aspects of baldness is the phenomenon known as the “bald face” the natural folds on the back of the head that, with a bit of imagination, resemble a face. While many find this visual resemblance amusing, it highlights a real health concern: without hair to protect it, the scalp becomes more vulnerable to the sun, effectively doubling the exposed area. This increases the risk of sunburn, long-term damage, and even skin cancer.
Credits
View on- Agency Artplan/Rio de Janeiro
- Production Company Creme Company
- Director Manimou
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Credits
View on- Agency Artplan/Rio de Janeiro
- Production Company Creme Company
- Director Manimou
- Executive Producer Fernando Carvalho
- Post Production Ruffos Post
- Post Production/VFX Post IT
- Post Production/VFX Cerca Studio
- Color Cora Post
- Chief Creative Officer Rafael Gil Da Silva
- Chief Creative Officer Rodrigo Almeida (Monte)
- Chief Creative Officer Marcello Noronha
- Creative Director/Creative Pedro Rosas
- Creative Director/Creative Pedro Galdi
- Creative Mariana Carvalho
- Creative Thiago Alves
- Director of Content Mayara Sauer
- Head of Production (HP) Felipe Cunha
- Production Director Eduardo Fernandes Ramos
- Art Director PH Menezes
- DP Thiago Cauduro
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Artplan/Rio de Janeiro
- Production Company Creme Company
- Director Manimou
- Executive Producer Fernando Carvalho
- Post Production Ruffos Post
- Post Production/VFX Post IT
- Post Production/VFX Cerca Studio
- Color Cora Post
- Chief Creative Officer Rafael Gil Da Silva
- Chief Creative Officer Rodrigo Almeida (Monte)
- Chief Creative Officer Marcello Noronha
- Creative Director/Creative Pedro Rosas
- Creative Director/Creative Pedro Galdi
- Creative Mariana Carvalho
- Creative Thiago Alves
- Director of Content Mayara Sauer
- Head of Production (HP) Felipe Cunha
- Production Director Eduardo Fernandes Ramos
- Art Director PH Menezes
- DP Thiago Cauduro
To turn this insight into action, Mami Wata is offering a special promotion: two sunscreens for the price of one. But there’s a twist, the discount is activated by facial recognition technology capable of identifying the so-called “bald face” on the back of the head.
In a bold and unexpected move, the campaign subverts a well-known technology, facial recognition, and applies it in a way never seen before: not to unlock your phone or verify your identity, but to detect a smiling fold on the back of your head and grant you a health-focused benefit.
Developed in partnership with Artplan, this innovation uses machine learning algorithms trained to recognize facial features in unconventional locations. Once a “bald face” is detected, the system automatically unlocks the promotion, emphasizing the campaign’s core message: if you’re exposed to twice the sun, you need twice the protection.
The initiative was created by Artplan, the largest Brazilian agency with 100% national capital, and it reinforces the importance of prevention, early diagnosis, and simple daily habits for skin health. The campaign’s launch film creatively highlights the “bald face” effect, featuring bald individuals whose head folds resemble faces with “eyes,” “noses,” and “mouths,” bringing the concept to life in a warm, respectful, and memorable way.
Prominent bald personalities, including former Olympic swimmer Fernando Scherer (Xuxa) and actor-comedian Toninho Tornado, are joining the initiative, sharing their own messages and experiences on social media to amplify the campaign’s reach.
“Our challenge was to communicate a serious health issue in a way that felt human and approachable,” says Rodrigo Almeida, also known as Monte, Chief Creative Officer of Artplan. “We believe that humour, when used with care and empathy, can be a bridge to real awareness and change.”
