Valentine’s Day campaign features a reinterpretation of the song “Mania de Você” in Libras, with the participation of deaf artists.
Love is a universal language. It was with this in mind that the Reserva, a men’s clothing brand from the AR&Co Group, launched the “Mania de Você, Mania de Reserva” campaign for Valentine’s Day. Dedicated to love that overcomes barriers and is accessible to everyone, the action brings a reinterpretation of the classic “Mania de Você”, by companions Rita Lee and Roberto de Carvalho, interpreted in Libras.
The reinterpretation included the participation of pianist Glaucio Cristello, known as Piano Rock, and a special team of personalities and artists with hearing impairments. Among the couples are: Pedro Neschling, actor and film director, who currently plays Eriberto in the soap opera Renascer, and his wife, Nathalie Passos; Thaisy Payo, model, influencer, postgraduate in Education for the Deaf, former Miss Brasil Deaf and the first Brazilian woman to participate in Miss Deaf World, and her husband, Leonardo Ulmann.
Also part of the team are the couple Benedita Zerbini, deaf, active in the audiovisual market and member of the “Surdos que Ouvem” project, and her partner, João Pedro Januário, and Olivier Anquier, renowned chef and presenter, alongside his wife, Adriana Alves, and Hélio and Cléo Soares, both deaf and have been married for 42 years. To help with the important mission of recreating classic Brazilian music, the couples had the help and support of Jadson Abraão, a master and postgraduate in accessibility and an interpreter of Libras for over 15 years.
Furthermore, the Reserve joined forces with Instituto Pertence, a non-profit entity, to provide financial resources for emergency actions for people with disabilities and those in social and economic vulnerability affected by the rains in Rio Grande do Sul. The brand will also donate clothes and pieces from the Adapte line, with classic items from the brand, adapted for people with disabilities, in addition to a chain on social media to amplify the importance of learning sign language for the entire population.
“This campaign brings a very strong and important message, the result of what we have been building over the years. It’s in the look, in the music, in the touch and in the words. We brought couples without hearing impairments to show that we all need to dedicate ourselves and learn more and more pounds. ‘Mania de Você’ brings a lot of the Reserva style and that’s what we want for Valentine’s Day: people truly loving and using our brand”, comments Rony Meisler, CEO of AR&Co Group and co-founder of Reserva.
The collection has several products aimed at autumn-winter fashion and includes the brands pica-pau Reserva, Reversa, with a focus on women’s fashion, and Reserva Go, a footwear brand. Among the main items is the Alpes Puffer Jacket, a favorite of the brand and essential in the wardrobe of those who love trends; the exclusive cherry print of the women’s looks and the Yankee Love launch sneakers, which have a unique and limited version, with 999 numbered pairs, making them even more special and a true collector’s item for passionate sneakerheads, the Monolita Boost, Hero Tweed and black R-Broox.
Check out the campaign in full:
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