Campaign uses vinyl metaphor to illustrate the cycles of romantic relationships.
For every couple that comes to an end, two have a new beginning, according to data from the 2022 Civil Registry Statistics, released by the Brazilian Institute of Geography and Statistics (IBGE). It is in this context that the Apothecarythe most remembered and preferred brand among Brazilians to give as gifts, according to Kantarencourages consumers to continue believing and acting to make love happen in a campaign for “Love Day”.
Inspired by the mechanics of vinyl, the brand created an analogy between love and music: just like soundtracks, a new beginning can happen in different ways. The film portrays a journey of ups and downs, ends and new beginnings, just as we see in real life in which even with the increase in divorces and the questioning of current dedication to relationships, two new couples form and new possibilities for relationships are born. .
“As a brand that talks about love, we felt the need to invite consumers to always believe in this powerful feeling, understanding how much it is worth insisting on an already known track or if it is time to jump to a new melody, time to start over” , says Marcela de Masi, director of Branding and Communication at Grupo Boticário.
With the repositioning of the traditional June 12th to “Love Day” in 2022, the brand reinforces the campaign concept through the artistic composition portrayed based on the semiotics of the vinyl record, which seeks to represent the cycles of romantic relationships.
“We are going to play on love together with a team of influencers, celebrities and many real stories to celebrate the date this year”, adds Marcela.
Vinyl: the trail of the loves of your life
The video begins in the living room of a house, when a woman takes a deep breath and puts a record on a record player. In a camera movement, the room transforms into another, more ethereal environment, where a giant disc rotates on the floor. On top of the record, she and a partner are dancing together and romantically, to the rhythm of the music. At a certain point, partners find themselves at odds within their own relationship, but despite setbacks and mistakes with other people, there is always a new possibility, and love always finds a way to find them again, even if it is on another path. sound.
Watch the full film below:
Produced by GUT, Boticário’s content and networks agency, the film’s concept brings a parallel with real relationships and continues productions that focus on emotional connection with the consumer.
“With a super beautiful metaphor, we show that love has its ups and downs, but it always finds a way to survive, whether with the same person or with another, in a new relationship. It’s a film to celebrate love as the most constant feeling in our lives” comment Sofia Calvit and Juliana Utsch, Creative Directors at Gut.
360º strategy: digital actions and offline experience to stimulate love in couples and singles
To land in the territory of love, which is already occupied by the brand, and expand the conversation, Boticário has a 360º strategy that includes everything from content on social networks, to activations and content with partner influencers, who have met or are looking to rediscover themselves. in love. With a concept and creative path designed by the SoWhat agency, the subject of those in love with the digital campaign began at X (formerly Twitter), which was then amplified to the TikTok and the Instagram. Through the hashtag #PlayNoAmor, the movement reinforces that, after the break to find yourself, it’s time to give new meaning and change the record to let love find you again.
Starring in the strategy, the new couple and sensation of the moment: actress Rafa Kalimann and actor Allan Souza Lima talk about their relationship and the journey of reuniting in love. Actor João Guilherme will lead the singles content, giving #PlayNoContatinho and encouraging people to experience different formats of romantic relationships.
“We had the challenge of taking the same message from the campaign film to the brand’s networks, but in a native way and #PlaynoAmor was born, inspired by the expression already used by the community, which reflects the enthusiasm of living something. With the hashtag, we created a movement for people to tell their stories and continue to believe in love”, says Gui Zunttini, Fashion & Beauty Creative Director at SoWhat.
Finally, to transport couples to moments of emotion experienced together, the brand invited people to remember and reconnect with love through a takeover set in a listening bar (original format from Japan, where the focus of the space is sound quality and appreciation for vinyl), in which, with headphones, guests will hear stories of real relationships, inspiring couples and singles to reconnect with love . In addition to listening to the most romantic tracks on vinyl records, everyone will be touched by these stories at the event and be moved. It was a night of event, created by the PROS agency, which took place in São Paulo on June 4th.
Datasheet
Agency: GUT São Paulo
Advertiser: Grupo Boticário
Product: O Boticário
Title: Disc
Duration: 60 s
Territory: Brazil
CCO: Bruno Brux
ECD: Murilo Melo, Pedro Araújo
Creative Directors: Juliana Utsch e Sofia Calvit
ACDs: Daniel Ogawa and Leonardo Zardo
Creatives: Gabriel Soeiro and Zeca Castilho
Creative Data: Matheus Severino
CEO: Valéria Barone
Head of Account: Alessandra Visintainer
Group Account Director: Dolores De Pauli
Account Manager: Andrio Foppa
Account Supervisor: Milena Cruz
Account Executive: Adriana Pepe Goz
Head of Strategy: Gisele Bambace
Strategy Director: Mercedes Barusso, Felipe Masson e Carolina Biágio
Strategy Managers: Tiago Tuiuíu, Alfredo Cardin and Isabella Labate
Head of Creative Content: Nathalia Capistrano
Content Creative Director: Adriana Boghosian
Content Strategist: Leandro Lemos and Isabella Ribeiro
Content Creative Strategist: Bruna Dahmer
PR Director: Barbara Lima
Head of Media & Data: Douglas Silveira
Media Director: Tatiana Murakami
Media Manager: Paola Bastos
Media Supervisor: Jayane Lopes
Media Coordinators: Bianca Pirane and Mayra Sales
BI Supervisor: Carol Krüger
Operations Director: Claudia Nakahara
Project Manager: Anna Strohm
Head of Production: Monica Siqueira
Director of Production: Rafael Motta
Production Manager: Luciane Nuvolara
Production Secretary: Lia Satiro
Image Producer: Czar Sp
Director: Otavio Machado
Managing Partner: Pedro Giomi
MANAGING DIRECTOR/EP: Rodrigo Castello
LINE PRODUCER: Mariê Nunes
LINE PRODUCER ASSISTANT: Gabriel Ramires
HEAD OF CREATIVE DEPARTMENT: Diana Falcão
HEAD OF PRODUCTION (LANDSCAPE): Renata Munaretto
PRODUCTION COORDINATOR (LANDSCAPE): Alex Missaka
1st AD: Flavia Meszberg
2st AD: Ana Bianco
DOP: Mau Padilha
PRODUCTION DESIGNER: Andrés Zarza
PROP MANAGER: Ana Paula Cordeiro Braga
SFX: Bruno Steger
PRODUCTION MANAGER: Guilherme Valiengo
PRODUCTION ASSISTANTS: Lorran Oliveira and Julia Gurgel Botelho
CASTING: Alice Wolfenson
LOCATION: Gabriela Salgado and Igor Silva dos Santos
COSTUME DESIGNER: Nina Guimarães
MAKEUP/HAIR: Paulo Guerra
POST-PRODUCTION: Mosh Post Production
POST-PRODUCTION COORDINATOR: Troop post
EDITOR: Danilo Abraham
EDITOR (ADDITIONAL CUTS): Ricardo Pinheiro – Ganso
COLOR GRADING: Ana Escorse
Sound Producer: Satellite 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 Aloizio Lows
Finishing: Carla Cornea, Vithor Moraes, Arthur Dossa, Esteban Romero and Andre Giannini
Production Coordination: Camila Guedes, Letícia Oliveira, Bea Vieira and Mariana Tardelli
Client approval: Renata Gomide, Marcela de Masi, Giovanna Orlandeli, Ligia Monteiro
360º Strategy
SoWhat
CEO: Bruno Lunardon
COO: Carolina Swinka
CCO: Rodrigo Poersch
Executive Beauty Director: Sofia Ricciardi
Creative Director: Gui Zunttini
Audiovisual Director: Kevin Agostinho
Art direction: Rebeca Gozdecki
Written by: Beatriz Stradiotto and Isabela Sperka
Relevance Manager: Ana Catharina Bessa
Relevance Coordinator: Luiza Queluz
Relevance Supervisor: Duane Silva
Relevance Analysts: Giovanna Barducco, Ingrid Gaston, Gabriel Ferreira and Paula Castro
Relevance Interns: Ana Beatriz Gonçalves and Raiane Torres
Customer Service Director: Evelyn Silvestre
Service Coordinator: Ana Vitória Storelli
Service: Amanda Andrioni and Luiza Ferreira
Media Director: Iuellen Souza
Media Coordinator: Camila Manosso
Media Analysts: Ina Oneda and Matheus Tamaki
Media Intern: Luiz Conceição
BI Supervisor: Rafael Patelli
Analyst de BI: Marijane Souza
Social Media Coordinator: Micheli Seniv
Coordenador de Community Manager: Erick Espedito
Estrategista de Community Manager: Hansses Anderson
Client approval: Renata Gomide, Marcela de Masi, Giovanna Orlandeli, Ligia Monteiro
*Cover photo: Disclosure/O Boticário
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