With a piece signed by Galeria and created for Father’s Day, the brand is promoting the new men’s fragrance
The research “Boys: Dreaming of the men of the future”, conceived by the PDH Institute and Papo de Homem, made possible by Natura and with support from the UN Global Compact in Brazil, revealed that 5 out of 10 boys aged 15 to 17 have doubts about whether they are loved by their parents.
With this in mind, Natura created a campaign that aims to draw people’s attention to this fact and highlight the power of male grooming through stories of fathers and sons.
The play, produced by Galeria, stars Endrick and his father, Douglas, and has the concept “What if we took better care of each other?”. The film shows the athlete at home, packing his bags and, among the thoughts, he comments that one of the questions he is asked most is what he thinks about when he scores a goal. Then, Douglas enters the scene and the athlete says that he thinks about his father.
The communication was made to promote the new Natura Homens Nós fragrance.
“Natura Homem is a brand ahead of its time and brings to the table discussions about diverse masculinities, giving men space to express themselves in their own way and highlighting the importance of taking care of themselves and others, in all aspects. We see in the story of Endrick and his father the representation of affection, love and companionship, a strong bond between father and son”, said Denise Coutinho, Marketing Director at Natura.
The campaign is made up of content such as teasers, TV films, digital strategy, actions with influencers, activation in Brasileirão 2024 games and in the broadcast of matches by Rede Globo, in addition to pieces in OOH media.
“2024 is a year of strong presence for Natura in football and it is the year in which we saw the shine of a new idol who is also an example of how paternal care makes a difference in a boy’s life. It is an honor to be able to tell this story, completely in line with a brand that has, year after year, inspired more sensitive and healthy masculinities”, added Denise Gallo, Executive Creative Director of Galeria.
The communication will also be present on streaming through Globoplay, which will gain a tab entitled “What if we took better care of each other?”, presented by the brand, with recommendations of films about parents and children who build good relationships.
