A survey carried out this year by DOJO and KOGA – entitled Brasil de Bolhas – revealed that we are no longer talking. Of the two thousand respondents across the country, 58.9% of people said that they constantly try to convince others of what they believe. The data reflects a context of distancing that is increasingly observed in interpersonal relationships.
To show that you understand the importance of resuming connections this year-end, Apothecary launches an inspiring Christmas campaign that encourages rapprochement and has the central objective of awakening a purposeful reflection on the power of love and respect as a way of overcoming differences – caused by the most different themes and motives.
Contextualizing how discussions can create rifts between people who like each other, the Christmas campaign proposes to rescue love and respect, as transforming agents capable of uniting people and reestablishing relationships.
Renata Gomide, Vice President of Consumer at Grupo Boticário, comments:
“O Boticário believes in the importance of promoting conversations about love and respect. The differences will never cease to exist. And it is in this space that he needs to cohabit respect and love.”
The campaign’s concept film, idealized by AlmapBBDO, portrays everyday situations crossed by ruptures between people who love each other – but who, in the midst of fights and arguments, distance themselves. During production, the cracks give way to gestures capable of promoting reunion and reconnection between loved ones, based on an act of love and respect, set to the soundtrack of “One Love”, by Bob Marley.
Rodrigo Almeida and Rafael Gil, Executive Creative Directors at AlmapBBDO, say:
“Ignoring the moment we live in would be unthinkable for a brand as connected with Brazilians as Boticário. Therefore, we found a sensitive and courageous metaphor to pass on a fundamental message at the end of the year.”
Watch the video:
In addition to the film, which premiered on open TV on Sunday (27), O Boticário was inspired by real stories in which love overcame differences and respect prevailed. The narratives of anonymous people strengthen the brand’s strategy and help to further disseminate a collective perspective, encouraging consumers to reflect and reconnect with those who matter at the end of the year. The stories were collected from the curatorship of Reasons to Believe, a positive content platform whose purpose is to strengthen optimism.
Offline, all regions of Brazil have activations in 10 priority squares with interactive structures so that the consumer is at the center of the strategy. São Paulo and Curitiba receive Christmas trees with windows that project photos of consumers who engage in the campaign’s hashtag – in addition, at times, the trees of the two cities connect and allow consumers of the two cities to interact directly.
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