The campaign, signed by David, is inspired by the true story of Tania Maria Ferreira, who lost her sight at the age of 27
Lacta launched its Easter campaign, entitled “Words”, which tells the real story of a son who communicates through the squares of a chocolate bar with his mother who has a visual impairment.
In Lacta’s film, signed by David and consulted by Sondery, the mother arrives home and the son surprises her with a plaque containing the phrase I love you written in Braille, using chocolate squares.
The play’s script was inspired by the daily life of Tania Maria Ferreira, 35, a housewife from Muzambinho (Minas Gerais) and mother of six children. She lost her sight at age 27. The actress selected for the campaign, Emilze Barbosa Junqueira, is also visually impaired.
People revere the meaning of Easter and make a point of giving chocolate as a gift. This behavior confirms our belief that each little piece of chocolate brings people together, so that together they can experience the magic of Easter, said Fabiola Menezes, director of Chocolate Marketing at Mondelz Brasil.
The 15” and 30” films will be aired on free-to-air TV and, as of March 15, on platforms such as GloboPlay, Globo.com, Youtube and Netflix.
“There is no better time than Easter to celebrate the relationships between people and connect Lacta’s public with a real and emotional story like the one we tell in the Palavras campaign”, added Guiga Giacomo, David’s creative director.
