Il gruppo cosmetico brasiliano O Boticário ha lanciato la campagna ‘Despedidas’ (Partenze) che celebra la difficile arte delle madri di lasciar andare i figli per un appuntamento di marketing molto importante, la festa della mamma.
Un lungo video racconta gli innumerevoli addii che fanno da contraltare alla crescita nelle diverse fasi della vita. Ideata dall’agenzia AlmapBBDO, la campagna usa il treno come metafora di queste infinite partenze e fa ricorso al social listening, afferrando le conversazioni sulla sindrome da nido vuoto, per ribaltare il senso di tristezza e solitudine, invitare le madri a guardare queste trasformazioni con maggiore tenerezza e i figli a ricambiare con un regalo.
“La Festa della Mamma è una delle nostre campagne più attese dell’anno, perché fa parte della nostra cultura inserirci nel dialogo in modo autentico”, ha dichiarato Carolina Carrasco, direttrice del branding e della comunicazione del Gruppo Boticário, sottolineando la scelta di un tema universale, ovvero la maternità come una lunga serie di addi e nuovi inizi.
La campagna è supportata da una strategia social e influencer per amplificare il tema. Secondo dati dell’azienda, a 72 ore dal lancio i risultati organici hanno superato ogni benchmark storico, mentre i contenuti degli influencer hanno superato gli 11 milioni di visualizzazioni.
Credits
Agency: AlmapBBDO
Advertiser: O Boticário
Title: Departures
Product: Institutional
Campaign: Mother’s Day 2026
President and CEO: Filipe Bartholomeu
CCO: Pernil
VPs of Creative: Fernando Duarte and Henrique Del Lama
Creatives: Júlia Malavazzi, Rafael Reis, Tiago Embrizi, and Victor Laars
Head of Innovation: Sérgio Mugnaini
Head of OOH: Fabiana Carmel
Head of Content: Renan Bianco
Creative Director (Key Visual): Marcus Sulzbacher
Director of Operations (Key Visual): Caroline Rua
Designer (Key Visual): Fabio Girardi
Project Manager (Key Visual): Monyque Klautau
COO: Rafaela Alves
Chief Impact Officer and VP of Client Services and Business: Camilla Massari
Client Services: Andressa Duo, Guilherme Lopes, Isabella Oliveira, Isabella Barreto, and Gabrielly Muniz
CSO: João Gabriel Fernandes
Strategy: Daniela Ferrari, Felipe Fonseca, Julia Martins, and Beatriz dos Santos.
Media: Francisco Custódio, Suellen Kiss, Nathalia Aguiar, Ana Carolina da Silva, Pedro Henrique, Sofia Duarte, Maria Carmosini, and Ana Beatriz Aguiar
Photo Production (Key Visual)
Art Buyers: Tereza Setti and Ana Cecília da Costa
Executive Producer: Stella Sette – The Box
Photographer: Hick Duarte
Styling: Adelmo Firmino
Makeup and Beauty: Cris Biato
Set Designer: Greta Cuneo
Florist: Natasha Ostinowsky
Casting: Babi
Pack Shot Photographer: Ricardo Barcellos
Pack Shot Executive Producer: Thaís Sanches
Pack Shot Retouching: Fujoka
Print Producer: José Roberto
Print Production Coordinator: Rose Ribeiro
Image Treatment/Final Art: Triple A
Revision: Eliana Pavan
Digital Production:
Head of Creative Tech: Lillian Cavallini
Project Manager: Juliana Sousa
AV Production: Diego Villas Boas, Juliana Henriques, and Indaiara Pelizario
Production: MyMama Entertainment
Director: Kid Burro
Creative Assistant: Luigi Madormo
Director of Photography: Bibi Bianchini
Art Director: Luana Demange
Editor (Hero): Caroline Leone
Editor (Digital): Gui Yuki
Producers: André Pinho, Mayra Faour Auad, and Gabrielle Auad
Executive Producer: Nathalie Gautier
Client Services: Rafael de Paula
Assistant Coordinators: Paulo Marco and Gabriel Eusttaquio
1st Assistant Director: Juliana Pellegrino
2nd Assistant Directors: Eloisa Mendes and Artur Miller
1st Assistant Camera: Rodrigo Gonçalo
2nd Assistant Camera: Adriano Araujo
Video Assist Operator: Carlos Puchivailo
Logger: Endy Albuquerque
Steadicam Operator: Vinicius Corso
Gaffer: Ricardo Pirolla
Best Boys Electric: Leonardo Cichon and Vinicius Fasciolo
Set Electrician: Carlos Henrique dos Santos
Electric Assistants: Matheus Henrique Oliveira, Ruhan Cesar de Sousa, Pedro Henrique Wiechetek, Matheus do Santos, and Luan Weiber
Key Grip: Flavio Romão
Best Boy Grip: Kaue Kruger
Grips: Harrison Fernandes and Cleverson Gomes
Grip Assistants: Rodrigo Machado, Marlon Cascaes, Ludson Matsuda, Viviano Parteka, and Cesar Elias Moreira
Location Sound: Elenton Zanoni and Heitor Lobo
Director of Photography (2nd Unit): Danilo Arenas
1st Assistant Camera (2nd Unit): Adriano Araujo
2nd Assistant Camera (2nd Unit): Leticia Zarpelon
Video Assist Operator (2nd Unit): Maria Scroccaro
Production Director: Nani Matias
Assistant Production Managers: Kayane Cabral and Adri Lyra
Production Coordinator: Kayelle Cabral
Art Assistants: Helena Ganzert and Eduardo Monteiro
Art Producer: Felipe Dias da Cruz
Assistant Art Producer: Toto Stellfeld
Props Stylist: Gislaine Leal
Assistant Prop Stylist: Larissa Roche
Set Dressers: Rodrigo Bernardi and Rodrigues dos Santos
Cast Producers: Gui Koch (Call me Cast BR), Alice Wolfenson, and Neto Avena
Assistant Cast Producers: Matheus Pereira de Souza and Jheison Justus
Acting Coach: Valdineia Soriano
Cast (Adult): Cassia Dias, Juan Queiroz, Du Maliki, and Bruna Salles
Cast (Children): Pedro Vicente, Rael O. Vidal Mina, Ravi Gomes, and Kaique Monteiro
Wardrobe Stylist: Ana Cardoso
Hair and Makeup: Mima Mizukami
Location Producer: Daniane de Almeida
Assistant Location Producers: Bruna Rodrigues and Enzo Gorski
Wardrobe Assistants: Taciane Biehl, Felipe Mildemberg, and Tanamara Ikalixen
Dressers: Eloa Xavier and Jaqueline Rodrigues
Makeup & Hair Assistants: Elisani de Souza, Dayune Coqueiro, and Amanda Andrade
Post-Production: Nash VFX
Post-Production Coordinator (Mymama Entertainment): Raphael Tarso
Finisher: Diogo Beber
Finishing Assistant: Vitor Torres
Colorist: Clandestino
Executive Coordinator of Communications, Brand, and Operations: Yasmin Porto
Social Media and Design: Edu Reis
Design Assistant: Juliana Garcia
Making Of: Murilo Ruocco
Set Manager: Enzo Marlos Balbinot
Set PAs: Carlos Roberto Bonin, Mateus Souza, and Roni Matias
Art PAs: Chico Passos, Joel Paes, Elton Mendes, Douglas Chamber, Julia Crozera, Marcelo Eduardo Araujo, Enzo R. Abrahão, Artur Rodrigues, Carlos Sawamu, and Diego Zamprogna
Drivers: Mario Fernando Ferreira de Mello, Carlos Alberto Dias, Diego Taffarel Martins de Oliveira, Althair de Lima Ribeiro, Roosevelt Davi Haidinger, Edson J.J. Taborda, Ismael Neier, Clovis Claudino de Holanda, Antonio Carlos Miranda, and José Brandão da Silva Filho
Audio Production: Satelite Audio
Musical Directors: Roberto Coelho and Hurso Ambrifi
Client Services: Fernanda Costa, Renata Schincariol, Daniel Chasin, and Karen Nakamura
Musical Production: Roberto Coelho, Hurso Ambrifi, Daniel Iasbeck, Bruno Zibordi, Koitty,
Alexandre Avicena, and Luna França
Finishing: Vithor Moraes, Arthur Dossa, André Giannini, and Esteban Romero
Production Coordinators: Camila Guedes, Letícia Oliveira, and Bea Vieira
Client Approval: Renata Gomide, Marcela De Masi, Carolina Carrasco, Mariana Tozzini, Ligia Monteiro, Mariana Fiordelice, Letícia Azevedo, Izabella Franceschi, and Rafaela Lopes.
