Developed in partnership with the WMcCann agency, the campaign has a film about generational love and affective action on social media
Americanas presented the campaign “Mother’s Day: passed, basketed, loved”, designed to honor the owners of the greatest love in the world. The 360 campaigno is developed in partnership with WMcCann and reinforces the importance of love and connection between grandparents, mothers and children. The event also features a film that shows how Americanas has been present in the lives of Brazilian families for more than 90 years.
Created in partnership with WMcCann, the campaign features multichannel pieces that include an emotional 15” and 30” film, shown on open TV, digital and payTV.
The film portrays the intergenerational connection in three “different times” in customers’ lives, with grandmothers, mothers and children collecting memories in Americanas’ physical stores. The tradition passes from generation to generation through the basket, symbol of the brand. Americanas will also have four lives on the Americanas app and Instagram with gift tips for mothers.
In order to value consumers’ emotional connection with the brand, Americanas will encourage, on its social networks, people to share stories with their mothers experienced in the brand’s stores.
In addition, several influencers will participate in the Americanas mothers campaign with proprietary content on their profiles. Some of the names activated are Leonardo Darcadia and Gui Gandra and his mother, Tayane Gandra.
