The campaign, created by Galeria, has the concept “What if you stopped breathing?” and promotes moments of breathing in the middle of the routine
Natura announced the launch of its campaign to promote the two new Kaiak O2 fragrances.
The piece, created by Galeria, has the concept “What if you stopped breathing?” and promotes moments of breathing in the middle of the routine, reinforcing the brand’s connection with the preservation of the oceans, since Kaiak’s packaging is made with more than 50% recycled plastic removed from the Brazilian coast.
“Kaiak brings the launch of Kaiak O2, a fragrance that reinforces, through the new campaign, our essence of Bem Estar Bem and proposes its inspiration in the breath of the sea, which recharges life. ‘What if you stopped to breathe?’ translates everything we want to instigate: a healthy, calm break, capable of bringing us back to our center”, explained Denise Coutinho, director of marketing and communications Brazil at Natura.
The film, produced by O2 Filmes and Tentculo, directed by Luiza de Moraes, focuses on sensoriality by presenting immersive images of the ocean with bubbles and air, highlighting the power and connection of the sea with breathing.
“Research shows that society is exhausted. A brand with the importance of Kaiak, launching a fragrance called O2 and bringing the sensation of oxygen from the sea, inspired us to raise this topic: we need to stop to breathe. The campaign brings breathing in content and also in form, creating experiences of contrast between the acceleration of the media themselves and pieces that relieve tension”, says Denise Gallo, Creative Director at GALERIA .ag.
The campaign is being broadcast on open and closed TV and has a digital strategy, with immersive sensory videos for social networks, a video aimed at the gamer universe, which has a strong presence on YouTube, Twitch and TikTok, merchandising on the program Domingo com Huck and a special Out-of-Home (OOH), which will take the sea to the center of the city of So Paulo.
