Casa de Vidro - O Boticário (AlmapBBDO)

Summary

This campaign highlights the intergenerational connection between family members, using a powerful narrative to engage viewers emotionally and provoke thought on societal behavior. With a cinematic approach and a mix of real-time and post-production effects, the ad portrays the fragility of family relationships, symbolized by a glass house that cracks as tensions rise. The message emphasizes the importance of genuine connections, caregiving, and the impact of reflecting on personal and societal responsibilities. The campaign aims to spark change and provoke emotional responses through a combination of visuals, sound, and heartfelt storytelling.

Takeaways

• 😀 The campaign aims to create genuine connections with consumers by addressing sensitive societal themes with a cinematic approach.
• 😀 One of the key goals of the campaign is to engage people deeply, generating emotional responses like goosebumps and tears, while fostering organic discussions.
• 😀 The team focuses on creating impactful and thought-provoking narratives to generate reflections that can lead to behavior change in society.
• 😀 Boticário, the brand involved, has maintained a strong partnership for 20 years, working together to challenge traditional formats and push creative boundaries.
• 😀 The campaign uses significant dates like Christmas, Mother's Day, and Father's Day as moments to tackle deeper societal issues, with care and sensitivity.
• 😀 The collaboration focuses on originality, and there is a constant push to innovate, making each campaign more impactful than the last.
• 😀 A metaphor used in the campaign was a 'glass house' to represent fragile relationships, symbolizing how personal bonds can feel fragile during the holiday season.
• 😀 The post-production process for the campaign was extensive, with more than three months of work to ensure a visually striking and emotionally resonant final product.
• 😀 Music played a vital role, with the team choosing iconic tracks like Alanis Morissette's 'You Learn' to deepen the emotional impact of the film's visuals and narrative.
• 😀 The campaign's goal is not just to create entertainment but also to foster real-world societal reflection, aiming for societal change through emotional engagement and awareness.

Q & A

What is the primary goal of the campaign discussed in the script?

The primary goal of the campaign is to create emotional engagement, raise awareness, and change societal behavior. It aims to generate genuine connections with the audience and leave a lasting societal legacy.

How does the campaign team measure its success?

The campaign team uses a KPI that is focused on the emotional response of the audience, such as the 'goosebumps' experienced by consumers and the tears it might generate.

What is the significance of the cinematic format and production style in the campaign?

The cinematic format and high-level production quality are intended to create a deeper emotional impact. The aim is to elevate the narrative, making it more visually and emotionally compelling, and to ensure that the story resonates with the audience.

What does the 'glass house' metaphor represent in the campaign?

The 'glass house' metaphor represents the fragility of relationships, especially in sensitive moments such as a Christmas gathering. The idea is that the house, like relationships, is vulnerable to breaking, symbolizing the tension and vulnerability in personal connections.

What role does the soundtrack play in the campaign?

The soundtrack, specifically Alanis Morissette's 'You Learn,' plays a key emotional role. The team carefully chose this song to evoke deep emotional responses from the audience, enhancing the film's connection with viewers.

Why is there a focus on using real-life acting and reducing reliance on post-production effects?

The team wanted to create an authentic and grounded experience, ensuring that the emotions and actions felt natural and true to the moment. Reducing post-production effects allowed for a more realistic portrayal of the characters' reactions.

How do the campaign creators address societal issues through their work?

The campaign creators aim to address and reflect sensitive societal issues, such as aging and the responsibility of caring for elderly family members. They tackle these topics with care and aim to foster meaningful conversations that challenge societal norms.

What impact does the campaign hope to have on the audience?

The campaign aims to provoke reflection, generate emotional responses, and inspire change. It seeks to create awareness around critical social issues and encourage the audience to think, feel, and act differently.

What is the importance of the long-form format in the campaign?

The long-form format allows the creators to tell deeper, more complex stories. It gives time for the narrative to develop and provides space for more emotional depth and meaningful engagement, enhancing the overall impact.

How does the campaign intend to leave a legacy for society?

By focusing on authentic and thought-provoking narratives, the campaign hopes to leave a positive legacy by influencing societal attitudes and behaviors, ultimately contributing to social change and greater awareness of important issues.