Brand celebrates Mother’s Day with a reflection on what it means to be a true angry mother
With the aim of proposing a non-traditional look at maternal figures, through pop aesthetics and with signs of artistic and cultural entertainment, Riachuelo presents its Mother’s Day campaign, starring Luisa Sonza, Mala and the artists’ mothers, Eliane and Isabel. The brand addresses the commemorative date by bringing the tagline “Viva sua moda Braba”.
Our campaign translates the strength of the angry mother with a modern approach. Our proposal was to look for personalities that the Riachuelo public sees as female powerhouses, and that is why we arrived at Luisa and Mala, pop icons who speak to the current generation. But, of course, the spotlight belongs to Eliane and Isabel, mothers of the singers who were able to show who they are in real life: strong women, full of energy and attitude, true brabas, says Thais Castro, Head of Marketing at Riachuelo and Lara’s mother and Cora.
Soko, the agency responsible for the strategy and creation of the campaign, seeks to celebrate the brand’s Brazilian DNA, not only through the aesthetics and names selected for the film, but also using easter eggs, such as classic and popular phrases among Brazilian mothers. , which were included in the scenographic products.
“We praise pop divas with the term ‘braba’ all the time, but when the same word is directed at a mother figure, the association is always aimed at rigidity and not towards an inspirational and uplifting compliment. social and promote the term with the purpose of praising and remembering the power of the woman who shelters the ‘mother’. The campaign is an invitation to reflect that the idea of woman and mother are complementary, not exclusive. from being a woman to being a mother and vice versa”, explained Andy Dutra, Creative Leader of the project.
The public can follow the entire new campaign through Riachuelo’s social networks.
