The study carried out in Latin America on the perception of male development in adolescence, entitled ‘Boys: Dreaming of the men of the future’, conceived by the PDH Institute and Papo de Homem, made possible by Nature and with the support of 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. Inspired by this research, Nature launched its Father’s Day campaign this Wednesday (17), in order to shed light on this serious fact and exalt the power of male care through real stories between fathers and sons.
To this end, the brand invited the player Endrick and his father Douglas to be the protagonists of the campaign. The initiative seeks to inspire and provide a good reference for other families, presenting a real example of a healthy relationship and care between father and son, under the concept ‘What if we took better care of each other?’.
Communication promotes the new fragrance Nature Homem Nós, created to highlight the importance of men taking care of themselves more and more, believing that self-care can be a safe space for them to express their identities. The campaign is part of a series of initiatives by the brand within football, carried out over the last few months, in order to talk to and reach out to the male audience.
Endrick, who turns 18 later this month, was recently signed by Real Madrid and has just moved to Europe. Before that, he played for Palmeiras. In his personal life, the young phenomenon is known for his loving and affectionate relationship with his father, giving several testimonies about the complicity between the two. In the past, Douglas traveled to São Paulo to take care of his son and did not stop fighting for the boy to fulfill his dream of becoming a player.
“Nature Homem is a brand ahead of its time and brings up 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”, comments Denise Coutinho, Marketing Director of Nature.
Another piece of data revealed by the research and which underpins the campaign is that 6 out of 10 boys say they live with few or no men who are a positive reference for masculinity.
The campaign is made up of teaser content, TV films, a robust digital strategy, actions with influencers, activation in Brasileirão 2024 games and in the broadcast of the matches by Rede Globo, in addition to pieces in OOH media. Throughout the narrative, in addition to shedding light on the story between Endrick and Douglas, the brand will also present the new fragrance Nós, from the line Nature Men, relaunch the complete line of men’s personal care and highlight the gift kits for Father’s Day.
The hero film, starring Endrick and Douglas, shows the athlete at home packing his bags, putting away photos, personal items and football boots, as if he were leaving Brazil for a European football match. In his thoughts, the player comments that people always ask him what he thinks about when he scores a goal. Douglas enters the place and the athlete replies that he always thinks about his father on that occasion. Endrick gives the new Nós fragrance to his father, and the two embrace each other, moved. As an extension of the film, Endrick will post on TikTok a reproduction, in the present day, of an old photo of him with his father and a series of content that highlights the care and relationship between them. Check out the campaign film.
“2024 is a year of strong presence of Nature in football and this 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.”, comments Denise Gallo, Executive Creative Director at GALERIA.ag.
The campaign will also be advancing through the consumer journey on streaming. On this occasion, the GloboPlay platform will gain a tab entitled ‘What if we took better care of each other?’, presented by Naturewith recommendations of films about parents and children who build good relationships.
‘Boys: Dreaming the Men of the Future’
The national survey revealed that perception varies among different ethnic groups, with white boys being the least likely to doubt their father’s love (35%) and black boys being the most likely to have doubts (49%).
“When we observe this dynamic when directed at boys, who are usually raised with coldness and hardness, we understand how complex it is to want the men of the future to be kinder and more loving, if these boys receive little and are encouraged to do so. Not feeling loved has a negative impact on mental health, as these young men may have difficulty distinguishing love from abuse, possession or violence,” says Marlon Nascimento, a clinical and social psychologist who specializes in treating black and peripheral men and young men.
Nascimento also explains, based on bell hooks, that we can understand love as a series of actions and not just as a feeling, so that the doubt about the father’s love is also related to the fact that men are less committed to care and affection activities.
With more than 4,000 adolescent boys and girls interviewed, this is the largest study conducted in Latin America on the perception of male development in adolescence. The document provides important data on family dynamics and the impact on the mental health of young people.
Another fact revealed by the research is that six out of ten boys say they live with few or no men who are a positive reference for masculinity.
“It is very difficult to be what we cannot see. That is why it is so important for boys to spend time with men who take responsibility for being examples of more responsible and conscious masculinity,” says Guilherme N. Valadares, founder of the PDH Institute and creator of the research.
By associating this data with the lack of certainty of being loved by the father, Nascimento reflects that for a large part of the boys interviewed in the research, the uncertainty of being loved and the lack of references must generate immense anguish.
“If we focused on black boys, who already lack references, as their fathers are directly impacted by various social aspects, including violence, we realize the complexity of the debate in the ethnic-racial dimension. This only reinforces the need for specific public policies for this audience,” concludes the psychologist.
DATASHEET
Client: Natura Cosmetics SA
Product: Natura Homem
Title: What if we cared more for each other?
Agency: GALERIA.ag
CCO: Rafael Urenha
Executive Creative Director: Denise Gallo
Creative Direction: Cris Albano, Melissa Pottker
Created by: Danielle Bontempo, Leonardo Rocha, Mauro Perez, Isabella Paulelli, Jonathan Felipe
Support: Ana Coutinho, Fernanda Recupero, Vivian Cecchi, Jessica Lima, Gabriela Oyas, Nairobi Ayobami, Isabella Rocha and Malu Souza.
Client Approval:
Projects: Marione Oliveira and Beatriz Pelogia.
Strategy: Carol Mello, Thayssa Szymanskyj, Livia Gatti, Giovana Damião, Victoria Bicudo and Jacqueline Menassa.
Media: Paulo Ilha, Sofia Raucci, Alexandre Ruiz, Gabriella Tetti, Matheus Andriolli
Data & Insights (BI): Guido Sarti, Lucas Prando, Brenda Califano, Paulo Llaque and Mateus Reis.
PR: Patricia Capuchinho, Mariana Novaes and Fernanda Gil
Influence & Social: Karen Bartels, Daniela Cualhete, Fernanda Lima, Angel Novais, Natalia Lessa, Ana Kabbach, Thais Lapastini
Integrated Production: Ducha Lopes, Andrea Garcia, Pedro Andrade, Ana Ananias and Renata Silva.
Image Production: Hungry Man
Directed by: JC Feyer
Managing Partner: Alex Mehedff
Executive Producer: Alex Mehedff e Sarina D’Avila Executive Creative Producer: Fabio Pinheiro
Creative Assistant: Leonardo Godinho and Vitória Zamfolini Line Producer: Fernanda Kalume and Flavia Sereno
Head of Production: Gabriel Sidorenko
In-house Production Coordinator: Marcelo Cintra e Rafaela Pellegrini Coordinator
Assistant: Wesley de Oliveira
Business Affairs Manager: Matheus Rosa
AD: Taciana Fortunati
Director of Photography: Licia Arosteguy
Art Director: Denis Souza Netto
Production Director: Fernanda Kalume
Effects: Luiz Fabiano Caldeira
Head of Post Production: Rodrigo Oliveira
Post Production Team: JP Oliveira e Michael Eduardo
Audio Production: MR PINK
Musical Production: Henrique Racz
Executive Production: Chica Mauger and Renata Costa
Production Coordination: Lígia Menegon and Malu Leite
Mix and Finalization: Edilson Martins, Beto Freitas
Post Production: Frame
Head of post-production: Wilson Fernandes and Gabriel Mariano
Post-production assistant: André dos Santos Finisher: Marília Ramos
Colorist: Guilherme Ribeiro
Composer: Vivien H. Carelli / Ailton Piuí / Ricardo Costa
Motion: Ebson Clarindo
Legal: Rosimeire Brito, Isabella Versannio.
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