Adiva Collagen

The challenge: Adiva Collagen is a liquid beauty supplement that reduces wrinkles and dryness for youthful, healthy skin. But a brand image built on famous beauty queens and models did not connect with its real consumers: housewives and small-shop owners aged 30 to 55.

The strategy: together with Adiva, April proposed a "bottom-up" TVC campaign built on these women's own outlook on beauty and family bonds, with a simple message. It was widely welcomed by women in the South, increasing brand awareness and trial.