The boticario, Brazil’s most beloved beauty brand, calls for a debate about the stigma and challenges surrounding the relationship between mothers and children during adolescence in a new Mother’s Day campaign. Studies from Harvard, in 2022, indicate that parents of teenagers feel lonely and depressed just as much as their children, something that directly impacts the construction and consolidation of the relationship. According to the survey, 18% of teenagers say they suffer from anxiety, while 20% of mothers say they experience the same problem. Depression affects 15% of adolescents and, at the same time, 16% of mothers. Considered by many as a frightening phase full of difficulties related to coexistence, in which mothers and children need to re-signify their roles in each other’s lives, motherhood beyond early childhood is a delicate time of constant changes in family relationships.
Entitled “Tormenta”, the film produced by the brand is considered the largest commemorative date production in history as it brings a realistic format that connects and instigates the viewer in a short film of around 4 minutes. With integrated communication across several of the brand’s channels, the campaign, which also features gift experiences in Boticário stores, aims to encourage mothers to move from a place of insecurity to a path of building mutual trust.
“In this campaign, we seek to shed light on an issue known as one of the most turbulent and lonely periods of motherhood, which often does not occupy the space it deserves in the conversations created for the date. Therefore, we are encouraging dialogues and deep reflections so that mothers, in fact, recognize themselves and, together with their children, chart a path of rediscovery, confidence and growth together. After all, the experience of motherhood is lived every day, at all stages of life”, points out Marcela De Masi, executive director of Branding and Communication at Grupo Boticário.
Set to the sound of Billie Eilish, the short goes beyond conventional market formats and presents the movement of a house, captured in a special studio, which materializes the ups and downs of the journey between mothers and teenage children, in addition to impacting with special effects, such as explosions of water and stormy winds.
The short is surrounded by a strong storm that accompanies a heated discussion between the actors who represent the experiences of teenage motherhood. The troubled scenes allude to the moments faced in adolescence. During the film, the sky darkens, the wind takes over what was once a house, and the rain falls in torrents, showing that both mother and son are in the middle of a storm on the high seas. But then, at the turning point, the waves calm down and a reconciliation takes place. The movement of cameras symbolizes the adversities that can be faced, reinforcing that, however difficult it may be, the period requires support, affection and acceptance, showing the public that it is a passing phase.
Watch the short:
Created by the agency AlmapBBDO and produced by MyMama Entertainment, directed by the duo Kid Burro, the plot is scheduled to premiere on open TV today, April 16, during a break during the soap opera “Renascer”. According to Marcela de Masi, executive director of Branding and Communication at Grupo Boticário, Boticário’s commemorative date campaigns always bring relevant topics that reinforce the identification and belonging of thousands of Brazilian mothers and, this year, the brand aims to achieve an even closer and more genuine movement, which represents a lot of what the children’s stage of life demands of these mothers.
For Marco Giannelli, Pernil, CCO at AlmapBBDO, the themes addressed by the brand seek a strong and relevant resolution for society, something that not only raises awareness among the community passionate about the brand, but brings a powerful residual to society.
“This time, in addition to the concept, the innovation also came in the format, longer, metaphorical, and with a track chosen to fit the theme, as it has a strong appeal with young people, and touches the hearts of mothers and everyone who they were already teenagers”, he comments.
In addition to the innovative and realistic format in terms of production, which involved more than 200 people and around 30 hours of recording, ‘Tormenta’ also has a sustainable front carried out by the production company MyMama Entertainment, in partnership with Eccaplan. To neutralize carbon emissions related to content production during the filming of the short, more than seven thousand kilos of CO2 were offset and 42 trees were planted. Participants also joined the Sou Residue Zero movement, carrying out environmentally appropriate management of the solid waste produced. With an active sustainability agenda that is part of its DNA, Boticário demonstrates, with yet another movement, its commitment to sustainability and its contribution to reducing environmental impact, now in the audiovisual industry.
Brazil’s most beloved beauty brand is preparing for a robust agenda of actions that involve all proprietary communication fronts. The concept stores at Shopping Morumbi, in São Paulo, and Pátio Batel, in Curitiba, welcome guests on the two weekends in May, Friday (3) and Saturdays (4 and 10), from 2pm to 10pm, and on Sundays (5 and 11), from 2pm to 8pm, live card personalization initiatives for purchases starting from R$200.00, aiming to offer a unique experience for those looking for the ideal treat. There, artists Lu Simão, in São Paulo, and Lila Fisbein, in Curitiba, will bring floral elements and the aesthetics of watercolor into unique illustrations. Until Mother’s Day, celebrated on May 12th, the public will be able to follow digital activations, talks and immersive experiences that will bring reflection, dialogue and beauty to the commemorative date.
Datasheet
Advertiser: O Boticário
Agency: AlmapBBDO
Title: Storm
Product: Mother’s Day 2024
President and CEO: Filipe Bartholomeu
CCO: Luiz Sanches and Pernil
Executive Creative Directors: Fernando Duarte and Henrique Del Lama
Creation: Áurea Ramon, Giullia Abreu, Igor Cabó and Pedro Hefs
Audiovisual Production: Diego Villas Boas, Juliana Henriques, Aline Silva
Service: Camilla Massari, Andressa Duo, Bruna Defelippe, Thais Guarlotti and Kayuan Fernando
Planning: Rita Almeida, Daniela Ferrari and Júlia Martins
Media: Rafaela Alves, Mariana Areia, Suellen Kiss, Yasmin Baffa, Camila Lopes, Patrick Novaes and Letícia Strada
IMAGE
Image Producer: MyMama Entertainment
Directed by: Kid Burro
Creative Assistant: Luigi Madormo
Direction 2nd Unit: Ana Valente
Producers: André Pinho, Mayra Faour Auad and Gabrielle Auad
Executive Production / Coordination Director: João da Terra
Executive Producer: Mafe Cicaroni and Pati Caldas
Service: Silvia Neri
Customer Service Assistant: Rafael De Paula
Director of Photography: Bibi Bianchini
Director of Photography 2nd Unit: Dariely Belke
Art Director: Taísa Malouf
Production Director: Luciana Oppido
1st Assistant Director: Juliana Pellegrino
1st Assistant Director 2nd Unit: Amanda Barros
2nd Assistant Director: Danielle Pedroso
Coordination Assistant: Paulo Marco
Coordination Assistant: Victoria Mazzia
Coordination Intern: Helissa Fernandes
Head of Electrical: Alonso de Melo
Head of Machinery: Rodrigo Augusto de Melo
Camera Operator 2nd Unit: Dariely Belke
1st Camera Assistant: Mauro Imperatrice/Patricia Gimenez
2nd Camera Assistant: Parvarti Louize / Jeferson Lino
1st Camera Assistant 2nd Unit: Jorge Dayeh
Video Assist: Pedro Henrique Silva
Video Assist 2nd Unit: Beatriz Brandão
Direct Sound: Samuel Braga
Art Direction Assistants: Maria Vittoria Lunarelli
Art Producer: Matheus Carvalho
Production Assistants. Art: Marcio José da Silva
Object Producer: Sergio Heineck
Object Assistants: Lina Monteiro
Producers: Gilberto Zanzanelli
Production Assistant: Sara Serra
Production Intern: Gregorio Azevedo de Assis
Stage manager: Kaio Monteiro
Stagehand 2nd Unit: Murilo Simeão Borges
Casting Producer: Alice Wolfenson and Neto Avena
Casting Preparer: Iléa Ferraz
Cast: Fabiana Daud
List: Sam Sabba
Cast: Alcides Peixe
Cast: David Barroco
Cast: Thiago Moraes
Cast: Teodoro Martin Rodrigues de Sousa
List: Antonela Barbieri
Costume Producer: Nina Guimarães
Costume Assistants: Isadora Binotti and Kim Helena Andrade
Makeup and Hair: Jaqueline Leandro
Makeup and Hair Assistants: Eline Soares and Lucas Gomes
Product Producer: Miranda Gibin
Special Effects: Bruno Steger and Pará Movimentos
Mechanics Effect: Vagner Martão
Research: Julia Pellizzer and Pietro Godinho
MKF Of Director: Yago Sagrado
Camera and Equipment: João França
I am Direto: Alexandre Turina
Still: Patrick Rodrigues
Post-Production Coordination (MyMama): Fezão Barbieri
Editor/Editor: Danilo Abraham
Finishing: Diogo Beber
MKF Of Finalization: Raphael Tarso
Finishing Assistant: Vitor Torres
Post Production: Nash
VFX Supervisor: Cirilo Bonazzi
VFX Set Supervisor: Luiz Fernando Tavares Alves
VFX Artist: André Neumann de Deus
VFX Artist: Cirilo Bonazzi, Luiz Fernando Tavares Alves, Rafael Jimenez, Rafael Henrique Penteado Assoni and Renata Ramos Prad
CG Lead: Fagmario Rodrigues
CG Artist: Tomás Piccinini
Producer: Flavia Gannam from Virgin Fares
Post Production Coordinator: Gabriel Bittencourt
Color Grading: Clandestino
Colorists: Alexandre Cristófaro and João Paulo Geraldo
Assistant Colorist: Luiza Freire
Conform: Lira Kim
Service: Elciane Magda
Coordination: Gabriel Alvim
Finance: Silvia Dotta
Image Supervision: Alexandre Cristófaro
AUDIO
Sound Producer: Satelite Audio
Musical Direction: Roberto Coelho, Kito Siqueira and Hurso Ambrifi
Service: Fernanda Costa, Renata Schincariol and Daniel Chasin
Musical Production: Roberto Coelho, Hurso Ambrifi, Charly Coombes, Thiago Colli, Koitty, Alexandre Avicena, Pedro Pelotas, Nando Diniz
Finishing: Carla Cornea, Vithor Moraes, Arthur Dossa and Esteban Romero
Production Coordination: Camila Guedes, Letícia Oliveira, Bea Vieira and Mariana Tardelli
Approval: Renata Gomide, Marcela De Masi, Giovana Orlandeli Sampaio, Lígia Monteiro.
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