In partnership with the CBF, the action signed by Galeria put former referee Leandro Vuaden and his son on the field to talk about paternal love
Natura continued its Father’s Day campaign with an action promoted during the game between São Paulo and Flamengo, which took place last Saturday (3), for the 21st round of the Brazilian Championship.
With the aim of inviting men to reflect on the rules of the game of fatherhood, the initiative put former referee Leandro Vuaden on the field accompanied by his son, Felipe, to talk about the importance of fathers showing love and affection for their children.
“Before we start the game, I want to talk about a rule. A rule that needs to change in the game of life. Out of every 10 boys, only 5 are sure that they are loved by their father. What game are men playing? We need to change this rule urgently. Because when a father cares, the whole world feels it. In a few days it will be Father’s Day, and Natura invites us: What if we took more care of each other?! So, let’s play nice!”, invited Vuaden.
After the message, a large banner with the phrase “What if we took better care of each other?” occupied part of the stadium’s stands to reinforce Natura’s message.
The action called “The Voice of the Judge” was created and made possible by Galeria, in partnership with the Brazilian Football Confederation (CBF) and Monday Marketing Esportivo.
“As a way of amplifying our message about the importance of self-care and free expression of standards, we are present in national football by sponsoring the broadcast of the Copa do Brasil and the Brasileirão on Globo. With this, we identified a genuine and unprecedented opportunity to take the message of care to the center of the field, in partnership with a figure as emblematic as the football referee. We took advantage of the arrival of Father’s Day and the launches of Natura Homem to reinforce the importance of male affection and the construction of healthy bonds”, said Denise Coutinho, Marketing Director at Natura.
In addition to the in-game action, the campaign unfolds with a robust digital strategy, actions with influencers and activations in the broadcast of Brasileirão matches on Rede Globo.
