Developed by BETC Havas, the piece is made up of digital and TV films
SBP started its communication for the summer of 2023/24 showing the care and protection between parents and children.
The “Love, protect and protect SBP” campaign, developed by BETC Havas, carried out the experiment of asking children what their biggest fears are and then what they would do to defend their parents if they were attacked by these fears.
“The experiment shows that protection and love are unconsciously related. Regardless of our greatest fears, we are willing to make great efforts for those we love. In everyday life, this translates into our choices. Affection, care and small attitudes that we can take for well-being of those who are important to us”, said Ana Beatriz Guerra, Head of Marketing for the Pesticides Category at Reckitt Hygiene Comercial, owner of the SBP brand.
Communication consists of digital and TV films. In 2024, the campaign will also feature out-of-home screens, in addition to the digital strategy with its own content and in partnership with influencers.
“In this campaign, we delve into the essence of family love, transforming children’s fears into powerful narratives of protection and care. By personifying children’s fears as monsters and showing them defending their parents, we create a powerful visual metaphor for SBP’s message. It was a project that allowed us to explore the deep connection between love and protection in a creative and exciting way”, added Alexandre Vilela (X), Vice President of Creation at BETC HAVAS
