Nupur Dayal Mami Wata uses humor and innovative facial recognition tech to highlight the risks of sun exposure for bald individuals, offering a creative solution to skin protection.
In a campaign that blends humor with health awareness, Mami Wata, a Brazilian skincare brand, has launched an initiative that brings attention to a unique health risk: sunburn on bald heads. Known for its vegan, reef-safe sunscreens, Mami Wata’s new campaign uses a clever twist on facial recognition technology to underscore the need for sun protection for those with little to no hair.
The campaign, aptly named “Bald Face,” is built around the quirky phenomenon of the “bald face”—the folds on the back of a bald person’s head that, when viewed creatively, resemble a face. While this may seem amusing, it draws attention to a serious issue. Without the natural protection of hair, the scalp becomes more susceptible to harmful UV rays, effectively doubling the area exposed to the sun, and increasing the risk of sunburn, skin damage, and potentially skin cancer.
Mami Wata’s solution? A promotion where customers can get two sunscreens for the price of one, but with a catch—facial recognition technology is used to identify the “bald face” on the back of the head. Once detected, the discount is unlocked, highlighting the core message: bald individuals need double the protection.
Developed in collaboration with Artplan, Brazil’s leading creative agency, the campaign features a lighthearted yet impactful film showcasing bald celebrities, such as former Olympic swimmer Fernando Scherer and comedian Toninho Tornado. These figures amplify the campaign’s reach, sharing their personal experiences with sun protection on social media.
The innovative use of machine learning and humor delivers a compelling reminder: prevention is key, and skin health should always be a priority.
As brands increasingly use humor to tackle serious issues, this campaign may inspire others to creatively address health concerns through technology and consumer engagement.
