In partnership with the Publicis agency, the brand developed a Mother’s Day campaign that tells real stories of mothers who learn from their children
On this Mother’s Day, NINHO presents, in partnership with the Publicis agency, its campaign in celebration of the date. With real reports capable of moving and generating identification, the brand shows that the learning process can be an exchange: mothers teach, but also learn with their children.
For the fifth year on Mother’s Day, NINHO makes the biggest investment in actions that inaugurate a new territory, which will accompany the brand for years to come. An exclusive survey carried out by CLAB, from Nestlé, with 450 mothers from the ABC classes from all regions of Brazil, revealed that their main concern is education (37%), the future of their children (13%) and the values they they learn as they grow (12%).
“For NINHO, learning is a continuous and essential process in the development of children, and we know that nutrition is a fundamental factor in this evolution. We greatly value the complicity between mother and child, and how this relationship can contribute to mutual learning, as we know that mothers teach, but also learn from their children. And that’s why we invite these mothers to welcome their insecurities about how to educate, freeing them from the need to know all the answers. We want to encourage them to see this process more lightly, even more so nowadays, with so many uncertainties, giving space for them to also learn during their children’s development”, says Stephanie Arnesen, Dairy Marketing director at Nestlé.
The NINHO campaign stars four mothers. One of them is Sandra, Damião’s mother, who was taught to read and write by her son and represents the transforming power that love has within the learning process. Based on this plot, the brand’s film, accompanied by the soundtrack of ‘O Caderno’, by Toquinho, premiered at the end of April, during a break at Fantástico.
On social media, the brand presents the stories of three other mothers through the eyes of photographer Brian Baldrati. These are narratives that feature real testimonials from different mothers describing what they learned from their sons and daughters: Gisele, mother of Rafael and Sara, a child with Down syndrome; Sandra, Ryan’s adoptive mother, and Alessandra, who learned a new sport to help her son Artur. In addition, NINHO joins forces with content creator mothers from Digital Favela, the largest ecosystem of influencers from favelas in the world, who will share their perspectives on mutual learning.
Fabio Astolpho, Executive Creative Director at Publicis, explains that NINHO is a brand that is part of Brazilians’ life journey and learning is a very important pillar, which is why the brand is diving into this territory with the launch of the project.
“NINHO’s objective is to be an even more contemporary brand, communicating with the public through themes that are pulsating in society. We want NINHO to continue evolving its relationship with mothers and caregivers, becoming an essential partner in the education of children, with a genuine purpose for the development of the little ones”, he concludes.
Watch the campaign video below.
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