With a sensitive approach, Vivo honors mothers in its new campaign, reinforcing its sponsorship of the Brazilian Olympic Committee and warming up fans for the 2024 Olympics
Marathon, swimming, weight lifting, football… These are some of the activities that, figuratively or not, are part of the daily lives of mothers. With the tribute to ‘the most inspiring athletes in the world’, Vivo launches a campaign that reinforces its sponsorship of the Brazilian Olympic Committee.
“Cuddle marathons, lifting twins or jumping with games. Our campaign pays homage to these women who see themselves daily practicing different sports for the love of it”, comments Marina Daineze, Director of Brand and Communication at Vivo.
Created by VML, the initiative continues the brand’s project in support of Team Brazil at the 2024 Olympics. The film, directed by Ariela Dorf, with a maternal and delicate look, brings together images of real mothers and children in different phases: from the kicks when the baby is still in the tummy until the nights marathoning with the child in your lap to make him sleep.
“In a very sensitive way, the campaign pays tribute to all mothers while activating Vivo’s sponsorship of Team Brasil and warming up the fans for the upcoming games”, concludes Sleyman Khodor, CCO at VML.
DATASHEET
Agency: VML Brazil
Client: Telefônica Brasil S/A Product: Institutional
Title: Athlete Mom
CCO: Sleyman Khodor
ECD: Roberto Rogoski
Creative Direction: Pedro Lazera and Marcos Magário
Associate Creative Director: Diogo Dutra
Editor: Marcelo Felício
Content Creation Direction: Luis Rombino and Natália Soares
Service: Leo Balbi, Rafaela Garutti, Estela Passador, Pedro Lavezo and Rafaella Moura
Planning: Marcelo Germano and Luciana Garcia
Media: Luiza Valente, Isis Baptista, Diego Freire, Danilo Pizardi, Frank Zevallos, Lígia Antunes, Gabriel Oliveira
Client: Marina Daineze, Raphael Mesquita, Roberta Scola, Janaina Felix and Ana Paula Menicucci
PR: Paula Ganem, Suellen Ciriaco, Hellen Araújo and Ana Carolina Cesario
Production: Nicole Godoy, Anderson Rocha, Naná Garcia, Ian Inglez, Bárbara Emery, Guilherme Rodrigues,
Reinaldo Brasil, Cléo Gonçalves and Raphaela Valentim.
Film Production Company: Mymama Entertainment
Director: Ariela Dorf
Director of Photography: Pepe Mendes
Art Director: Luana Demange
Executive Production: André Pinho, Mayra Faour Auad and Gabrielle Auad Production support: Pati Caldas and Rafael de Paula
Production Coordination: Mafe Cicaroni
Editing: Ariela Dorf and Raphael Tarso
Post-Production Coordination (MyMama): Fezão Barbieri Editor/Editor: Ariela Dorf and Raphael Tarso Finishing: Raphael Tarso
VFX: FLOW EFX
Color: Bleach
Produtora de Som: Quiet City Music + Sound
Musical Production: Chris Jordão
Production date: May/2024
Sound Producer Service: Xanna D’aguiar and Karina Vadasz
Mixing and Finishing: Leandro Barduzzi, André Melges and Pedro Moura
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