Action, made by AlmapBBDO, uses animations as a connection between the concept and the product
O Boticário’s brand, Egeo E. Joy launched the campaign “The vibration of Lollapalooza Brasil, now in a fragrance”, which portrays the festival’s mood. The action uses vibrant animations as a connecting line between the creative concept and the product.
Created by the AlmapBBDO agency, the concept is materialized by films made by 2D animations, which follow three different creative paths to reinforce the power of the fragrance guaranteed by the little secret of its composition, called Joy Effect, which features taurine and ginseng in addition to floral notes.
The exclusive active ingredient is proven by neuroscience and was developed at Neurolab GB, the first neuroscience laboratory in the beauty sector in Brazil, to awaken people’s vibration and joy, giving the feeling that the energy of the festival is inside each bottle.
During the festival, as a reinforcement of the official fragrance, Egeo also proposes the EGEOforia experience, with activations and surprises that will connect consumers to the vibration of the chemistry of happiness. This movement also occurs on the wrapping of CPTM trains, in So Paulo, and on digital platforms with proprietary content from Boticrio.
