On this Mother’s Day, the Faber-Castell believes that, with adoption, more colors can color new stories. This is the message of the brand’s new campaign for television, cinema and social media.
With the creation of DAVID Agency, the brand’s Mother’s Day campaign features a 45-second film and reduced versions of 30, 15 and 6 seconds. The story portrays the arrival of a new member in the family, reinforcing the importance and beauty of adoption so that new stories can happen with love and belonging. The signature is from the Caras & Cores line, which supports values such as diversity and inclusion so that children and consumers of all ages feel represented using the different skin tones that the line offers.
With Faber-Castell pencils, children draw and color the family that will soon be complete and united. Meanwhile, the mother is the figure who takes the new child home, promoting this special meeting. Launched in 2018, the Caras & Cores line was a pioneer in creating variations of skin tones for colored pencils and markers. With the concept “Faces & Colors, your color as you want”, the line offers 12 color options that can also be mixed to create more shades, contributing to the representation of diversity.
“Faber-Castell is a brand that has been part of the history of many families for generations, boosting the creativity of people of all ages. Adoption is a gesture of love that gives life to new stories and, therefore, we understand that this was an important tribute and incentive to do”, says Flávia Giordano, Marketing Director at Faber-Castell. “With Caras & Cores, we want children to be able to create and express themselves freely through artistic activities, seeing the richness of differences that make each family member, including themselves, a unique person. In a country where there are so many multiracial families, this representation is essential,” she adds.
Watch the campaign below:
Datasheet
Agency: DAVID
Campaign:
Mothers Day
Client: Faber – Castell
Product: Faces & Colors
Partner, Global CCO:
Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director
Renata Leão, Marie Julie Gerbauld, Fabrício Pretto, Rogério Chaves
Creative Director: Guiga Giácomo
Creation: Marcel Macedo, Vitória Ferrari, Dante Reis
Atendimento: Tom Gil, Fernanda Feldman, Amanda Mezejewski
Production: Fernanda
Peixoto, Mariana Marinho, Amanda Santos, Marisa Toledo, Ariama Pereira, Deborah Pires
Final art:
Silvio Figueira, Victor Peccia
Review: Ava Silva
Planning: Carolina Silva, Tallita Alves, Sabrina Santos
Media: Marcia Mendonça, Felipe Braga, Eduarda Vieira, Rafaela Correia, Italo Barbosa, Eduardo Fialho
Innovation and Technology:
Toni Ferreira, Barbara Good
Social Media:
Marcelo Reis, Bruno Portella
Data Intelligence:
Fabio Baldo, Pedro Costa
Global PR Director: Sandra Azedo
Client approval: Flávia Giordano, Marcelo Vecchi, Illana Roque Rosa and Deyse Lima
Producer: Sentimental Filme
Executive Production: Marcos Araújo
Stage direction: Irmãos Meirelles (IM)
Operational and customer service director: Renata Pimenta
Service: Wander Damiani
Head of Production: Renata Picheco
Production Coordination: Ana Mendonça
Director of Photography: Victor Alencar
Art director: Pedro Henrique Rodrigues
Post-Production: Sentimental Film
Post-Production Coordination: Anita Nadai
Post-Production Service: Thaiz Rosalino
Editor: Luciano Rossi
Finisher: Lucas Marini
Color: Acauan Pastore
Sound producer: Jamute
Musical Production: James Feeler and André Caminski
Sound engineering: Otávio Bertolo, Marcelo Filho and Eduardo Barbosa
Voiceover: Tatiana Thome
Executive Production: James Feeler
Atendimento: Hingrit Nitsche and Kiki Eisenbraun
Production coordination: Julianna Zuppo and Lettícia Nunes
*Cover photo: Disclosure/Faber-Castell
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