Created and developed by Galeria, the campaign features the Mame e Beb brand and emphasizes the importance of touch in early childhood.
Natura launched its Mother’s Day campaign, focused on the brand’s traditional Mame and Beb products, with the motto “Comea aqui”.
The campaign, created and developed by the Gallery, features a film starring real families with a reinterpretation of the song “Como Uma Onda”, performed by Isadora Canto. In addition, the brand will also use the campaign as an invitation to encourage bonding through the affectionate touch of babies, helping the public to see the transforming power that exists in moments between mothers and children.
Throughout its 30 years of existence, Mame e Beb has accompanied several generations of families, marking its presence in the affective bond since the first days of life. The brand encourages, since its launch, the moment of bonding with the baby through touch and affection, and we maintain this motto to this day! The new campaign is a way of honoring and reinforcing this importance, said Denise Coutinho, director of Marketing Brazil at Natura.
The 1930 film, produced by Tropical Film and Satelite Audio, premiered on open and closed TV and was composed of two real families, Ivy with her daughter Zuri, and Valentina with her son Salvador.
The campaign also counts on the presence of Brazilian media mothers, such as Claudia Raia, Viih Tube, Pepita and Shantal Verdelho, who will raise the agenda of the importance of touch in early childhood on their social networks, inviting mothers to make space within their routines to have these moments with their babies.
The brand will also take the campaign off screens and, in some parts of So Paulo, there will be street clocks inspired by the Natura gift box and Mame e Beb gifts, with details of the ribbon, colors and design of the brand’s original box. . The OOH promotion was developed by Vitrine, the gallery’s hub specialized in outdoor media and produced by Bizsys.
In a context where mothers are daily bombarded by rules and recipes about motherhood that come from outside, Natura Mame and Beb’s invitation can be revolutionary by inviting them to look inside that particular relationship. There are many things starting with the touch, the look, the massage and, at the same time, something pleasant and accessible. All the script, language and direction choices were made to inspire the pleasurable dedication of mothers and babies to moments of care, added Denise Gallo, Creative Director of the Gallery.
