Signed by Suno Paim and produced by O2 Filmes, the campaign features Zez Motta narrating the life of a woman from 8 to 80 years old
Renner started a new conversation with its audience that focuses on female freedom, a theme that will permeate the company’s creative for 2024, and includes the concept Discover your style of being free.
The film, signed by Suno Paim and produced by O2 Filmes, is narrated by actress and singer Zez Motta and follows the life of a woman from 8 to 80 years old, experiencing the different ways of freeing herself from the constraints imposed by society throughout her life. history.
Over the course of two minutes, the play From 8 to 80 portrayed the character’s different phases and dilemmas in her relationship with herself, presenting the process she goes through to find the courage to be who she wants to be with each new cycle.
We realize that this issue of female freedom is a very important topic because, despite being conquered, it is not always exercised. We see many conversations and topics debating anguish and the fear of making mistakes, which are very present in women’s history. This is where the theme emerged, which is important and relevant to inspire and encourage women to exercise this freedom, explained Maria Cristina, marketing director at Renner.
Developments
The commercial has a publicity strategy that includes open TB, Pay TV and the retailer’s digital channels, using different media formats to communicate with the public, including activations on social networks, PR, blog and in-store actions.
In addition to Zez Motta, the communication will also feature a team of influencers and celebrities with the presence of Lilia Cabral, Astrid Fontenelle, Mnica Martelli, Preta Gil, Paola Antonini, Rafa Brites, Clara Moneque and Gabriela Loran, who took on the mission of sharing their personal experiences and stimulate conversation about female freedom with the public.
The debate on women’s freedom will be one of the pillars of Renner’s communication for 2024, which will expand campaigns throughout the year, including the theme on other commercial dates such as Women’s Day, Mother’s Day and Valentine’s Day.
We brought this dialogue about female freedom now, at the end of the year, because we understand that it is a powerful topic that is very present in everyday life and we understand that it has a lot to be explored over the next year. The idea is to start now, with this very strong campaign, at a time when many brands are focused on talking about promotion, while we understand the importance of this complicity and connecting beyond the commercial, explained the executive.
In addition to social media, the campaign will also be present in the retailer’s stores, with assets on commercial telephones
