“You are not everyone”, “Calm down, everything has its time” and “Besides a mother, I am your friend” are phrases that children usually grow up hearing from their mothers’ mouths – and hearts. Although simple, the messages are full of meaning and are the starting point of the new campaign of Mothers Day da Pernambucanas, which continues with actress Paolla Oliveira to represent the rescue of these teachings and the affection between mothers and children.
The activation, which maintains the signature “It’s part of the family”, has as its main piece an institutional film produced by Artplan, in a co-creation with the brand.
“This is our first campaign for a brand as iconic as Pernambucanas. To start off on the right foot, we seek to work with nostalgic memories that we all have of our mothers, as a form of tribute and gratitude”, highlights Alessandro Bernardo, Executive Creative Director at Artplan SP.
These messages make up the content of the book “Wisdom of Mother”, which is also presented in the institutional film through images of the actress interacting with the pages of the publication. This is a social product launched by Pernambucanas, in partnership with Editora MOL, in the form of detachable and illustrated cards that can accompany Mother’s Day gifts. The book is for sale at physical stores in Pernambucanas and part of its income will be donated to GRAAC and the Ayrton Senna Institute.
In addition to the TV movie, the communication also has digital pieces that bring the collection launched for the date by the brand.
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DATASHEET
Agency: Artplan
Cliente: Pernambuco
Product: Institucional
Title:Mother’s Wisdom
Duration: 1×30”, 1×15”
Creation:Agência Pernam e Artplan
Customer Approval:Sérgio Borriello| Flavia Altheman| Sandra Lemos| Diego Barbosa | Carolina Sena
Executive Creative Direction: Alessandro Bernardo
National Content Directorate:Eder Redder
General Directorate of Service and Operations:Eduardo Megale
Attendance:Fernanda Albuquerque | Joana Credidio
Planning:Carla Vera | Marina Ferigolo
Contents: Andressa Gomes
Media:Natalia Fernandes | Bruna Guise | Igor Leite | Nathalia Ramos
Project management:Karin Queiroz | Mayra Pinheiro | Felipe Nascimento | Vinicius Pereta
Production manager:Bruno Werner
Production: Camila Mancuzzo e Pierre Queiroz
RTVC:Felipe Cunha| Andreia Lima| Debora Prado| Simone Mena
Image Producer: Ultra Violeta
Scene Direction:Daniel Caselli
Executive producer:Gibinha Pires| Roberta Reigado
Attendance: Marina Dodi| Carla Onishi
Director of photography: Victor Ponce
Direction Assistance:Ibere Santos
Production Coordination:Cadu Dantas | Karin Greco | Address Miyasato
Research Coordination:Vera Esteves
Production director: Luh Moreira
Object Production: Fernanda Bley
Costume:Marcell Peçanha de Azevedo Maia
Make up: Ale de Souza
Post-production coordinator:Rodrigo Parente
Automaker:Daniela Guimarães
Finisher: Lucas Marini
Color Grading: Space Gorilla
VFX: Space Gorilla
Audio Producer: LOUD +
Musical Direction:Fabio Smeili | Felipe Kim and Gustavo Garbato
Production: Equipe LOUD+
Attendance:Prissioni Miranda | Karina Amabile and Hingrit Nitsche
Executive production:Maia Feres
Coordination:Ingrid Mabelle | Izabel Sanches | Lara Fratucelli | Rafael Silvestrini | Leticia Nunes
Voiceover:Paola Oliveira
Photographer:Maurício Nahas (Notorious Films)
Coordinator:Executive Nana Rodrigues and Fernando Machado (Notorious Films)
Agent: Fernando Machado (Notorious Films)
Photo Assistants:Vitor Cohen| Vanessa Gomes| Gaius Toledo
Videomaker:Rômulo Santos
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