The campaign, created by GALERIA.ag and directed by Fernando Nogari, has as its concept “Feel the power of Kaiak’s freshness”
Natura launched a campaign to present the new Kaiak perfume packaging, made with up to 20% less plastic and 50% recycled plastic taken from the Brazilian coast.
The campaign, created by GALERIA.ag and directed by Fernando Nogari, has as its concept “Feel the power of the freshness of Kaiak” and is narrated by David, a member of the Schurmann Family and CEO of the Voz dos Oceanos expedition.
The film features images that highlight the beauty, intensity, power, and inspiring and reverential ambience of water. At the end, the voiceover highlights “Feel the power of Kaiak’s freshness, now in a new packaging. Made with plastic taken from the coast.”
“The reverence for the sea was the guiding thread of the entire development of the campaign. In each choice of language, in each detail, we seek to express the love and commitment of the brand, which go together, to invite people to think about this urgent and necessary topic”, said Denise Gallo, creative director of the Galeria.
The campaign consists of a TV movie, digital strategy, OOH media pieces in shopping malls, airports and street furniture in several Brazilian capitals and activations on beaches in Salvador (BA), Recife (PB), Natal (RN) and Fortaleza ( EC).
“We want to materialize even more our tribute to the oceans and invite people to a new relationship of care, awareness and preservation of waters. Conscious choices guarantee a fundamental step towards the transformation of a world with more beauty and less waste”, said Denise Coutinho, Natura’s Brazil marketing director, who also said that, within a year, 102 tons of plastic removed from the coast will be reused for use in the new Kaiak packaging.