GA.MA Italy, breaking the mold, seeks with its new “Role Model” campaign to leave conventional models behind and make its audience identify with real people who, like them, fight every day to achieve their dreams and be successful in their personal and professional lives.

For several years now, the trend of advertising with real people has been growing, someone who, like everyone else, has flaws and virtues; and thus, breaking with traditional beauty standards, which mostly sought to appeal to emotions, giving as an example a stereotype that was often unattainable or false, which caused anxiety and insecurity in the viewer, which is why many brands have opted for inclusive advertising.

Role model, real life models that inspire us to create a difference in our lives. With this campaign, the Italian beauty tools brand, with an active voice in current issues, aims for its campaigns to talk about the new beauty, one whose main attraction is the sense and ability of people to make their lives an example for others.

As the first stage of the “Role Model” campaign, a video was made in which they show the different stereotypes of beauty that have been established over the years, and then, breaking with this and moving on to real people, those who arouse admiration in us for their achievements, for being human and leaving the models behind and having a “Role Model”. This video is already being spread on platforms such as YouTube and Facebook, communicating the MANIFESTO that explains and gives meaning to the campaign. Then it will be deepened with the dissemination of different pieces and formats with examples of real people, with everyday and inspiring stories that are part of the new real models that mobilize us every day with their true beauty.

This international campaign is traveling through Mexico, Chile, Argentina, Uruguay, Peru and Colombia; and soon it will be in Brazil and the European market. We will soon continue delving deeper into the life of each “Role Model”, making this part known in different digital and conventional media.