Natura launched its campaign for Father’s Day last Friday (29). In addition to reinforcing the launch of the Natura Homem Neo line, the campaign presents a different look at masculinities from the point of view of the father-son relationship.
The “Mundo Novo” campaign, created by Galeria, portrays the true relationship between father Guga and his son Leo. In the day-to-day scenes, the father talks about the emotion of when his son was born and how much he relearns about life and the new world with the boy.
Being a parent feel, experience and relearn. This year, we sought to reinforce the importance of the bond and affection between father and son as an important part of building a healthy masculinity, said Claudia Pinheiro, global director of Perfumery at Natura.
In addition, Natura also relied on Spark to find names that speak to the mostly male audience. The idea was to show profiles of men who are on a journey towards the reconstruction of masculinity and who are willing to open up to the new and who have an affinity with the campaign, such as Carmo Dalla Vecchia, Gustavo Marsengo, Felipe Oliveira, Z Roberto and Roberto Bete .
We know that fatherhood can be a turning point in men’s lives. An opportunity to open up to new feelings, to dive into the care and education of children. The campaign shows how, from this bond, parents learn with their children, with this wonderful generation that presents us with so many new worlds, added Denise Gallo, creative director of the Gallery.
In addition to the campaign, Natura also prepared a special program at its unit on Rua Oscar Freire, in So Paulo, in the days leading up to Father’s Day. Between August 4th and 14th, the brand will offer, free of charge, the possibility of personalizing cards and gifts purchased in stores and on August 4th and 6th, customers will be able to count on different activations at the unit, such as the presence of a DJ , illustrations made by artist Brunna Mancuso (@brunnamancuso) and special prices.
