This Valentine’s Day, Riachuelo presents its ‘Gift for every form of meeting’ campaign, which celebrates the different forms of love and relationships. The campaign invites people to give gifts to their partners regardless of traditional labels, expanding the celebration beyond the conventional.
The campaign is led by Pool, a brand known for its irreverence, youthfulness and strong commitment to fashion and sustainability. Pool’s pieces bring love stamped through phrases, illustrations and touches of graffiti, making them the ideal choice for gifts that reflect affection and personality.
“We seek to reinvent ourselves with each new campaign, and we see Valentine’s Day as one of the main dates in retail, an opportunity to impact and reach new and potential consumers. We brought Pool, in all its irreverence and youthfulness, to show that love is free, and we want all lovers to be able to find the gift of their love at Riachuelo, regardless of status and labels”, comments Cathyelle Schroeder, CMO of Riachuelo.
Created by the agency THE MARKETthe campaign focuses on love in its true essence and breadth, reaffirming the importance of valuing different types of relationships.
“Riachuelo’s Valentine’s Day is a sigh of new possibilities among so many ways of relating. We understand that we do not need to limit ourselves, but rather be part of this tension that is present in the new relationships of chatters, hookups, lovers, colorful or romantic friends. If you have affection, you have a gift, and Riachuelo has the ideal treat for all forms of meeting”, highlights Raphael Pavan, Creative Leader at SOKO.
Beyond social media
Short films inspired by looks to give as gifts are already happening on the brand’s social networks. Check out two of them below.
But, in addition to this and other traditional formats, such as OOH and media outlets, Riachuelo is betting on viral content formats to lead conversations about the date with a younger audience. This week, the brand will be present in major videocasts, such as Varanda Gourmet Fake, Análise Limitada and Vaca Cast, further expanding its reach and engagement.
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