Natura launched its Christmas campaign, “Afeto Enferrujado”, which aims to invite people to show affection.
The campaign is the brand’s first animation, signed by Africa, and shows a tin doll that notices that her embrace is rusty, but awakens her memory and the desire to find her grandmother again when she smells the brand’s fragrance.
The animation, produced by Pródigo Filmes in partnership with Pedro Conti, refers to the loss of the practice of giving and receiving affection after so long and invites everyone to feel Christmas again.
“Over time it seems that we lose what is most intrinsic to us: the demonstration of affection. However, we can’t forget what’s part of us all — and we haven’t lost touch. Exchanges and relationships take on a new form in view of the hope of new moments, memories and sharing. It only takes one step, one gesture, to regain all the affection that we have kept”, highlighted Fernanda Rol, Marketing Director at Natura in Brazil.
In addition to the 30″ movie premiered on open TV and a version for Natura’s digital channels, the campaign also features influencers on social media and the participation of Nat, the brand’s virtual assistant on Twitter, who will also tell about their own unrust from relationships. The campaign will run in Latin America.
“I think all of us are faced with this situation: wanting to hug, wanting to change, but no longer knowing exactly how. Our social skills and our affection were a little out of shape. But a gesture can unlock affection. And this de-rusting, such a simple metaphor, found its best translation in the magic of animation,” said Sophie Schonburg, Executive Director of Creative Africa.
Datasheet:
Title: Rusty Affection
Agency: Africa
Advertiser: Natura
Product: Institutional
CCO: Sergio Gordilho
Executive Creative Director: Sophie Schonburg
Creative Director: Eduardo Ferraz, Mateus Coelho, Maria Carolina Velloso, Daniel Kalil and Milena Zindeluk
Creation: Maria Clara Cardão, Gabriela Barreira, Talitha Cardozo, Claudia de Sa
PMO: Veronica Gordilho
Attendance: Caroline Fadel, Maria Vianna and Bárbara Bellacosa
Media: Aga Porada, Luciana Prado, Juliana Mol, Fernanda Martins, Maria Fernanda Nuncio, Renata Brasil, Elidiane Carmo and Julia Piologo
Planning: Gisele Sakamoto, Priscila Meldonian, Raphaella Faria and Marco Lopes.
Production Agency: Rodrigo Ferrari, Tais Olhiara, Eduardo Machado and Carmen Castillo.
producer: Prodigal Films
Scene direction: Cisma and Pedro Conti
Executive production: Francesco Civita, Chico Pedreira, Ana Chrysostomo and Rebeca Broncher
Post-production executive production: Ana Mendes
Executive Production Assistant: Amália Agatha
Executive Production Intern: Pedro Carvalho
Production coordination: Nathalie Gautier, Luiza Campanelli and Bruna Fernandes and Samantha Assis
Coordination team: Fabiana Baptista, Beatriz Soares, Lucas Pereira, Lucas Fayad and Everson Martins
Research and development: Maggie Landim, Isabel Azevedo, Ana Livia and Cibele Nogueira
Assistant Director: Diego Dossa and Daniella Aburad
Production Management: Davis Fabri
Direction of photography: Fe Oliveira
Art direction: Ale Maestro
Costumes: Ana Wainer, Carolline Azevedo and Anne Carvalho
Cast Production: Bárbara Catani
Post-production coordination: Tutu Mesquita, Priscilla Paduano and Fabi Galdino
Post-production assistant: Leticia Harumi
Assembly: Lucas Camara
Post-production and finalization: Pródigo Filmes and Flooul Animation
Finisher: Georges Sakamoto
Flooul Animation
Executive Producer: Pedro Conti and Paulo Sampaio
Direction: Schism and Pedro Conti
CG Supervision: Paulo Sampaio and Pedro Conti
Production design: Pedro Conti
Art direction: Paulo Torinno
Visual development: Pedro Minho, Paulo Torinno, Estevão Teuber, Rayner Alencar, Thiago Soares Ribeiro, Pedro Conti, Alexandre assumption
Character Modeling: Pedro Conti, Gustavo Ramos, Léo Rezende
Scenario modeling: Alexandre Assunção, Paulo Sampaio, Pedro Conti, Pedro Brigagão, Vitor Camara, Gabriel Lacerda.
Rigging: Leo Cadaval
FX: Pedro Conti
Texturing, lighting, rendering and post-production: Paulo Sampaio, Pedro Conti
Administration and finance: Karina Cunha
Render farm: Rebus Farm
Animation Production: Little Zoo Studio
Animation Supervisor: Manu Menendez
Animadores: Lukasz Rzeszot e Daniela Aviles Borras
Production manager: Jackie Munro
Color correction: CORE – Color Grading Services
Colorists: Marco Oliveira, ABC and Leco Marques
Making of: André Carvalho and Ygor Carozzi
Antfood Music & Sound Design
Music Production Director: Lou Schmidt and Fernando Rojo
Musical Production: Lou Schmidt, Fernando Rojo, Luis Bergmann, Pedro Curvello and Vinicius Nunes
Executive Producer: Renato Castro and Christiane Rachel
Coordination: Monique Munhoz
Finishing: Bruno Broaska, Fabian Jorge, Pablo Homem de Mello and Tiago Lins
Announcer: Gisele de Santi
Approval/Client: João Paulo Ferreira, Andrea Alvares, Carlos Pitchu, Luana Azeredo, Ana Carolina Soutello, Erica Vieira, Renato Winnig, Luciana Branco, Heloise Reolon, Gabriel Morais, Karina Guimarães, Aline Veríssimo, Valeria Duarte.
