In her new film, the Brastemp brings to the agenda a very current issue for thousands of Brazilian women who have a conflict between their biological clock and their professional clock, and who have had children at important times for their careers. Returning to TV, Brastemp invited businesswoman, mother and influencer Bianca (Boca Rosa) to open the dialogue and star in this moment for the brand.
Created by DM9, the campaign begins with the film ‘Watches’ in which the protagonist shows her different roles as a mother, businesswoman and influencer that took off at the same time. The film presents a timeline of important moments in Bianca’s life, and how she has dealt with multiple female roles such as motherhood, career and home. The crucial point of the production is the reflection that women constantly live with ticking clocks demanding decisions and deliveries related to life, be it professional success or building a family through motherhood.
“Bianca, in addition to being a mother and businesswoman, is one of the most important influencers today. The partnership with her helped us bring inspiration to thousands of women who live, have lived or will live the multifaceted conflicts of their biological and professional clocks”, says Bertha Fernandes, head of Marketing at Whirlpool.
The brand also presents the recently launched washing machine, the BW17LTA, which, like the influencer, has multifunctions and offers solutions for different moments in consumers’ lives. On social media, Boca Rosa will make tutorials showing how the washing machine is a true ally in your multifunctional routine.
In addition to social media, the activation continues on portals and streaming platforms, with a squad of influencer couples who will open the conversation about the many watches imposed on women. Also as part of the campaign, in an action on the streets of São Paulo, mothers will be invited to record a story about real motherhood, revealing fears, joys and challenges from the time they decided to mother.
“Since the repositioning, which took place last year, Brastemp has been bringing relevant topics to society. This new campaign reflects our purpose of being attentive to the needs of different types and styles of homes, including women and mothers, who are increasingly present in the job market and are still fulfilling their dream of being a mother” adds Bertha .
In addition to integrated communication across several channels, there will also be cashback promotions with up to R$500 back on pix, for some washers purchased through online channels or at the point of sale. All information is available on the Brastemp website.
The campaign was created by DM9 and produced by MyMama Entertainment. The film, starring Boca Rosa, was directed by Rafaela Carvalho. The other partner agencies, Snack Content, Score Group, Spark and FSB amplify the entire concept digitally and offline.
Brastemp is a Brazilian brand, pioneer and one of Whirlpool’s most important brands globally. The repositioning of the brand and the continuous investment in campaigns, in addition to bringing important issues to society, reinforces how the Brazilian consumer is at the center of decisions every day. Therefore, the brand continually invests in communication with its consumers and in the technology of its products, from design to the modernization and improvement of its factories.
DATASHEET
Agency: DM9
Campaign: Boca Rosa Mother’s Day
Advertiser: Whirlpool – Brastemp
CEO: Pipo Calazans
CCO: Icaro Doria
COO: Thomas Tagliaferro
CSO: Sthepanie Campbell
VP OF CREATION: Laura Esteves
Creative direction: Felipe Revite, Filipe Rosado
CREATION: Felipe Revite, Filipe Rosado, Arthur Mourão, Gustavo Morais, Mariana Juliani and Ana Carolina Pedro
EXECUTIVE BUSINESS DIRECTOR: Dani Glicenstajn
SERVICE: Camilla Braga, Bruna Ferreira
PROJECTS: Flavio Abrahao, Ana Eliza Abdalla and Thais Arrais
VP OF MEDIA: Renata Valio
MEDIA: Bruno Simoes, Joao Vale
PLANNING: Alexandre Savio, Tamires Youssef
CREATIVE PRODUCTION: Anna Ferraz, Beatriz Brandão and Ohana Couto
CLIENT APPROVAL: Bertha Fernandes, Haline Pinto, Maria Julia Albuquerque and José Filho
Image Producer: MyMama Entertainment
Directed by: Rafa Carvalho
Producers: André Pinho, Mayra Faour Auad and Gabrielle Auad
Executive Production / Coordination Director: João da Terra
Executive Producer: Pati Caldas
Service: Silvia Neri
JR Service: Rafael De Paula
Production Coordinator: Mafe Cicaroni
Director of Photography: Felipe Hermini
Art Director: Fe Saloum
Production Director: Latino Melo
1st Assistant Director: Iuri Leonardo
2nd Assistant Director: Marta Miranda
Coordination Assistants: Paulo Marco G Vicky Mazzia
Head of Electrical: Carlos Cristais
Head of Machinery: Du Soares
1st Camera Assistant: Alex Amatti
2nd Camera Assistant: Carla Mayoral
Video Assist: Dario Valese
Live Sound Technician: Deborah Sayuri
Assistant Art Director: Luis Veras
Object Producer: Camila de Camargo
Object Assistants: Flávia Naiara Ribeiro El Achkar
Producers: Kika Carvalho
Production Assistant: Juliana Passos
Contra-regra: Marco Antonio Mendez
Location Producer: Fabricio Jose Marinho
Rental Assistants: Renan de Andrade Maia
Costume Producer: Joana Wood
Costume Assistants: Layse Macedo
Make e Hair: Jean Ricardo
Makeup and Hair Assistants: Rafael Melo
Research: Julia Pellizzer
Creative Assistant: Yago Sagrado
Post-Production Coordination (MyMama): Fezão Barbieri
Assembler/Publisher: Daniela Ribeiro
Submission: Raphael Tarso
Finishing assistant: Vitor Torres
VFX: Mosh
Color: Clandestine
Sound Producer: Satelite Audio
Musical Direction: Roberto Coelho, Kito Siqueira and Hurso Ambrifi
Service: Fernanda Costa and Karen Nakamura
Musical Production: Roberto Coelho, Hurso Ambrifi, Thiago Colli, Koitty, Alexandre Avicena, Pedro Pelotas and Nando Diniz
Finishing: Carla Cornea, Vithor Moraes, Arthur Dossa, Andre Giannini and Esteban Romero
Production Coordination: Camila Guedes, Letícia Oliveira, Bea Vieira and Mariana Tardelli
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