In an unprecedented action created by AlmapBBDO, the opening of the soap opera Renascer, on TV Globo, draws attention to the environmental cause
O Boticário took over the opening of the 9pm soap opera on TV Globo, Renascer. The unprecedented action was aired last Wednesday (12) to raise public awareness about the relationship with the planet.
“Our commitment to sustainability is intrinsic to our trajectory and remains a structuring pillar of the business after 47 years of operation. Our socio-environmental impact initiatives today are dedicated, above all, to concrete actions in favor of a more sustainable future, accompanied by the urgency of environmental preservation”, says Marcela de Masi, director of branding and communications at Grupo Boticário.
Signed by AlmapBBDO, the initiative is part of Boticário’s agenda that reinforces its actions in sustainability. The natural landscapes that appear in the original opening were replaced by images that portray the impacts of pollution and incorrect waste disposal.
“We always seek to create and produce projects in new formats. Therefore, we were very happy to make this unprecedented idea possible with Globo, changing the opening of a soap opera. All to draw attention to such an urgent cause and with which Boticário is identifies deeply, carrying out effective actions for years”, explains Marco Giannelli (Pernil), CCO at AlmapBBDO.
After the opening, the character Professor Lu, played by actress Eli Ferreira, communicated the brand’s action and made an invitation to the public directing it to “for those who donate”, Globo’s platform that connects Brazilians who wish to donate to social projects.
