Campaign was created in partnership with the agency Africa Creative
Natura, in partnership with the Africa Creative agency, launched its campaign this Christmas that provokes a reflection: “What if we turned all the love we feel into a gift?”, encouraging people to get out of automatic mode and place more feelings in each gift.
The invitation is made through a Christmas tale, a story that revolves around a doll and a doll, inhabitants of a cuckoo clock in a house all prepared for the big night of Christmas. The doll traditionally hands a box to the doll every time the clock strikes. And then, when the character notices a Natura gift under the Christmas tree, he has an epiphany about making the gift for his loved one even more special.
“This Christmas, Natura materializes the essence of the brand through a Christmas tale. In it, the central character goes on a journey to transform his gift into a special gift, with more meaning, with more love”, comments Erica Vieira, director Natura’s global gift marketing network.
The film will air this Saturday, the 25th, during television programming and will continue until December 26th, both on open and pay TV. The campaign also features a special presence on Sunday with Huck, from Globo.
On TikTok, in a spin-off of the film, the doll’s journey will be expanded by placing different elements from different places in Brazil in its box every week until Christmas. While, on Instagram, an interactive game allows the user to transform into the doll and collect different items in its box to arrive at the perfect gift. Creators and celebrities get into the action with special dynamics.
The campaign also gains OOH exposure in cities such as So Paulo, Rio de Janeiro, Curitiba, Florianpolis, Porto Alegre, Recife, Salvador, Fortaleza, among others. In OOH, what stands out is the transformation of the street clock into a cuckoo clock, produced by the company Bizsys, where the characters come out with each “beat” of the clock. Also on the streets, the capital of São Paulo will host an exclusive activation featuring a giant cuckoo clock, with a pop-up store and dynamics, at Parque Villa-Lobos between November 25th and December 17th.
“When we decided to bring a Christmas story to Natura, we needed a captivating, simple story that had, above all, charismatic characters, the kind you want to take home. Our little cuckoo doll was built by many hands and was gaining life is a process in which every detail counts. Working with animation requires time and a lot of patience because nothing is born ready-made. But we couldn’t be happier with the result”, concludes Sophie Schonburg, executive creative director at Africa Creative.
The film was directed by Pedro Becker (from Delicatessen), with animation and post-production coordinated by Cirilo Bonazzi (from Nash), and the soundtrack developed by Antfood.
