The campaign created by AlmapBBDo seeks to encourage people to meet and reconnect through an act of love and respect
O Boticrio launched its Christmas campaign which aims to encourage rapprochement and awaken a purposeful reflection on the power of love and respect as a way of overcoming differences.
The campaign film, created by AlmapBBDO, portrays everyday situations crossed by ruptures between people who love each other, but who, amid fights and arguments, distance themselves. During the production, the cracks make room for gestures capable of promoting reunion and reconnection between people based on an act of love and respect, accompanied by the soundtrack One Love, by Bob Marley.
Ignoring the moment we live in would be unthinkable for a brand as connected with Brazilians as Boticrio. That’s why we found a sensitive and courageous metaphor to pass on a fundamental message at the end of the year, said Rodrigo Almeida and Rafael Gil, Executive Creative Directors at AlmapBBDO.
In addition to the film, the brand was inspired by real stories where love overcame differences and is using the narratives of anonymous people to strengthen the communication strategy. The stories were collected from the curatorship of Razes para Acreditar.
Offline, all regions of Brazil have activations in 10 priority squares with interactive structures so that the consumer is at the center. The cities of São Paulo and Curitiba received Christmas trees with windows that project photos of consumers who engage in the campaign’s hashtag and, at times, the trees connect and allow consumers from both cities to interact directly.
