Boticário purifies São Paulo’s air with new sustainable fragrance

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O Apothecary presents the new Arbo Puro, a fragrance that believes in the transformative power of nature through its purifying effect and the vigor of fresh air for any moment, whether in a wooded location or in the big city. For the launch, the brand invested in sustainability initiatives to promote a campaign that addresses air purification and the importance of conserving green areas

Urban island of Boticário purifies the air and shows information about the perfumery’s new fragrance (Photo: Divulgao/O Boticrio)

Created and developed by AlmapBBDO in partnership with Electromedia, a leading company in the out-of-home (OOH) media market, the campaign carries the Frescor concept that connects you to nature and, as one of the initiatives, transformed a bus stop on Avenida Paulista into an urban island, with a Air purification that helps transform polluting smoke into cleaner air, using a method called gravimetric. This process works from two fans at the ends of the box, which are turned on 24 hours a day and draw air into the equipment and transfer it through six sequential filters that aim to achieve better efficiency in retaining solid particles from local pollution, to then release the filtered air into the environment. The box containing the filter was attached to the top of one of the sides of the urban furniture (MUB) and has an acoustic coating, seeking to reduce noise pollution caused by air suction. In addition, there are front fans that cool the engine and help circulate air around the device.

The actions are in line with nature preservation initiatives and reinforce the brand’s commitment to sustainability, since, in addition to Arbo Puro being a way for the consumer to be closer to nature by providing the sensation of calming the mind (efficacy test perceived with consumers), also generates a positive environmental impact with the support of Fundação Grupo Boticário, which contributes to the conservation of more than 100 hectares of forest in the Atlantic Forest.

As part of the strategy for launching the new fragrance, the brand had a team of influencers to experience the cleaner air provided by green areas within cities and reinforce how a healthy relationship between the urban environment and nature brings a positive impact to people’s life. Based on content produced in the five regions of the country, local influencers from Manaus, Salvador, Brasilia, Curitiba and São Paulo encouraged visits to parks, squares and green areas in cities as a way of relaxing, disconnecting and getting in touch with the purest air. The contents are anchored to the platform Pierce your Bubblewhich offers several options for destinations in nature and is part of the Fundação Grupo Boticário de Proteo Natureza’s initiative to encourage responsible tourism and conscious visits to natural areas.

To complete the 360 of actions, the campaign film highlights the sensorial sensation of green freshness through the wind and elements of nature, such as bamboo, used as inspiration for the fragrance, and the connection with the Atlantic Forest in the construction of the narrative.

Watch the video below:

Technical Sheet

Agency: AlmapBBDO
Advertiser: O Boticrio
Ttulo: Arbo Puro
Product: Arbo
Campaign: Purifier
President and CEO: Filipe Bartholomeu and Luiz Sanches
CCO: Pernil
Creative Directors: Daniell Rezende and Daniel Chagas
Creation: Fernando Christo, Vinicius Souza and Mateus Palermo
Audiovisual Production: Diego Villas Bas, Juliana Henriques and Vanuza Passos
Service: Camilla Massari, Andressa Duo, Guilherme Lopes, Roberto Silva, Yasmin
Oliveira and Guilherme Kern
Planning: Rita Almeida, Tiago Tateyama and Maria Eduarda Menezes
Media: Suellen Kiss, Thiago Gonzales, Yasmin Baffa, Katia Cavalcante and Grasielle Santana
Media O Boticário: Diego Koiti Tanaka, Milena Farinhake, Tatiane Vasconcelos, Fernanda Yamamoto Uada, Sheila Ribas and Natalia Calixto
Head of Creative Tech: Lillian Cavallini
Project Manager: Juliana Sousa
Directed by: Rapha Dias
Assistant Director: Jessica Pereira
Photography: Leo Angeli
Art Director: Rebeca Ukstin
Executive Management: Aramis Barros and Rapha Dias
Producer: Fernando Nadai
Service and Production Coordination: Marcelo Vidal
Post-production company: SquarePixel
Editor: Henrique Flores and Hugo Freitas
Finished: Marcelo Vidal
Color Grading: Andr Tavares
Producer: Raw Audio
Musical Production: Fernando Forni, Ricardo Pinda and Rogerinho Pereira
Direo Musical: Hilton Raw
Sound Design and Mixing: Enrico Maccio and Philip Braunstein
Service: Carol Peternelli
Coordination: Robrio Barbosa
Locutor: Enrico Maccio
Image producer: SquarePixel
Approval: Renata Gomide, Marcela De Masi, Bruna Bus, Giovana Sampaio, Ligia Monteiro, Nathalia Vieira, Luceli Miola, Karen Zambel, Suellen Burgoa and Thais Ferreira