Description
In an era of overstimulation, being fully present is increasingly rare, and “artificial intimacy”– the phenomenon in which we neglect relationships and our routines – has a direct impact on the way people connect to one another, and their social and emotional skills. In a recent talk at South by Southwest (SXSW), therapist and NYU professor Esther Perel explored the issue, and the way in which new technologies are affecting our mental health. O Boticário, one of the most beloved cosmetics brand in Brazil and one of the nation’s largest franchises, understands the importance of relationships, connections, and love – all of which inspired their Christmas campaign, “Make Your Love Present,” to show that no present is better than being present with your loved ones, here and now. The message is designed to spark a conversation about active presence and its effect on the way we connect to one another.
Created by AlmapBBDO, the film takes a metaphorical approach to depicting presence and absence in interpersonal relationships, exploring the ways in which the stimuli around us affect our perception and distance us from our loved ones, from friendships to romantic relationships, family, and even at work. Throughout the video, to the tune of “I’ll Be There” by the Jackson 5, the characters are transformed and come to be fully, truly present during their everyday lives.
As AlmapBBDO’s executive creative directors Rafael Gil and Rodrigo Almeida see it, “absent presence” has increasingly affected the way people relate to one another. “We’re physically close, but emotionally distant. And there’s no better time of year to talk about the issue than Christmas, which is when everyone wants to be close – but actually close – to their loved ones.”
The official launch involved a promotional strategy designed to generate deeper, more strongly rooted connections with the audience. By broadening and following through on the topic, with a 360° communications strategy, O Boticário was able to create activations on its social media profiles that encouraged the public to reflect about the issue.
According to Boticário communications director Bruna Buás, a sense of absence, even when people are physically present, is one of the greatest tensions in today’s society. And in that context, Christmas has the power to make us tackle the issue head-on and bring about transformations. “Some people say they wait all year to see our Christmas campaign,” says Buás. “We understand the responsibility that comes with representing one of the biggest retailers in the country. To do justice to every Christmas tree across Brazil with a gift from O Boticário for a special someone, we always try to strike an emotional nerve, to create identification and spark conversations on the biggest day of the year. We know we’re not only here to spread awareness, but also to start conversations and change behaviors. That’s why we chose to propose that the best present you can give this Christmas is to be present, in the moment, with your heart and mind, no distractions, with your undivided attention, making great memories.”
O Boticário Christmas Pre-Premiere
The 3600 campaign, created and executed by AlmapBBDO and LIVE, the agency’s live marketing division, kicked off with an unprecedented launch event. In a moving moment for the event’s guests, the sky above São Paulo in front of the obelisk in Ibirapuera Park was taken over by 350 drones, forming key messages from the initiative in a QR Code – the first, redirecting to the campaign film. The night was made even more memorable by a choir, which performed “Por Enquanto” by Cássia Eller, “Tempo Perdido” by Legião Urbana, and, of course, the campaign’s theme song, “I’ll Be There.”
This professional campaign titled 'Abducted' was published in Brazil in December, 2023. It was created for the brand: O Boticario, by ad agency: AlmapBBDO. This 360° medium campaign is related to the Beauty industry and contains 1 media asset. It was submitted 5 months ago.
Credits
Advertiser: O Boticário
Agency: AlmapBBDO
Title: Abducted
President and CEO: Filipe Bartholomeu
CCO: Luiz Sanches and Pernil
Executive Creative Directors: Rafael Gil and Rodrigo Almeida
Creatives (Campaign): Rynaldo Gondim, Aline Fucs, Felipe Paganoti, Igor Pontes
Audiovisual Production: Diego Villas Boas, Juliana Henriques, and Aline Silva
Liaisons: Camilla Massari, Daniela Teixeira, Andressa Duo, Bruna de Andrade Defelippe, Amanda Lopes Moutinho, Monique Costa, Nataly Barros, Pedro Miranda, and Gustavo Souza
Planning: Rita Almeida, Tiago Tateyama, Daniela Ferrari, Samy Martins, and João Calasans
Media: Rafaela Alves, Luana Gallizzi, Suellen Kiss, Vitória Soares, Camila Lopes, Patrick Novais, Leticia dos Anjos, and Erick Ramos
Art Buyer: Tereza Setti
Executive Producer: Soraya Amaral – SD (MGMT)
Photographer: Gustavo Zylbersztajn
Stylist: Thiago Ferraz
Beauty: Patrick Guisso
Location: In Locco
Packs: Big Studiios
IMAGE:
Production: ICONOCLAST
Director: Ian Ruschel
Managing Director: Pity Lieutaud
Executive Producers: Alonso Sperb, Ana Monte, Francesco Civita, and Henrique Danieletto
Executive Production Assistant: Luja Casaro
Production Coordinators: André Bauer and Marina Blum
Assistant Production Coordinators: Carol Latorre, Carolina Loureiro and Vinicius Gaspar
Creative Production: Luja Casaro
Creative Research: Guilherme Dellavalle, Lilian Santos, Marcela Bordin, Nathalia Schultz, and Priscila Kubo
1st Assistant Director: Patricia Jaeger
2nd Assistant Directors: Fernanda Duarte and Giulia Levy Costa
DP– 1st Unit: Maurício Padilha
1st Assistant Camera – 1st Unit: Alessandro Valese
2nd Assistant Camera – 1st Unit: Parvati Louize de Caetano Almeida
Video Assist – 1st Unit: Dario Valese Alonso
GMA: Diego Valenzuela
Drone Operators: Renato Monteiro Passarelli, Luiz Roberto Pereira Albertin, and Caio da Silva Viana
DP – 2nd Unit: Fernando Siqueira Kunrath
1st Assistant Camera – 2nd Unit: André de Oliveira Alves
2nd Assistant Camera – 2nd Unit: Ricardo Angel Lima Pineiro
Video Assist – 2nd Unit: Raquel Balbino Gonçalves de Oliveira
Gaffer: Denis Magalhães Peres
1st Assistant Electricians: Milton dos Santos Júnior and Miguel Gomes Cardoso Júnior
2nd Assistant Electricians: Cleiton Fernandes, Denis Fabri, Junior Roberto Gonçalves, Ivan Fodor, Rone Soares da Silva, João Ferreira de Oliveira Neto, José Domingos dos Santos, Jefferson Ferreira da Silva, and Raimundo Silva de Jesus
Key Grip: Weber Jose da Silva Cunha
1st Grips: Rui Mauriti Nunes Araújo, Alexandre Ferreira Barnete, and Rodrigo Iamamoto Campos
2nd Grips: Pedro Luís Ferreira de Oliveira, Bruno Pizzo Scatena, Thiago Ferreira de Carvalho Fidalgo, Rodolfo Amaro da Silva, Nevisson Ribeiro Passos, Luis Marcell Dhyonis de Souza Bento, and David Junior da Silva
Assistant Grips: Ademir Fernandes de Barros Filho, William de Jesus Santos Azevedo, Davi Correia Santos, and Karolayne Zangirolani Saturnino
Art Director: Martino Piccinini
Assistant Art Director: Luisa Burmann
Art Producer: Carlos Massuia Neto
Object Producer: Ana Paula Cordeiro Braga
Object Assistant: Juliana Chinaglia Bonito
Stagehands: Rafael Tortorelli Canal, Júlio César de Miranda, and Rodrigo Neves da Silva
Wardrobe Producer: Elizabeth Magalhães
Wardrobe Assistants: Gilson Virginio de Oliveira Junior, Bruno Gustavo Souza Correia, Agatha Barbosa de Lima
Makeup: Fabiana Mizukami
Makeup Assistants: Victor Ewerton Marques Silva, Elisani da Silva Sousa, Nathalie Moreno Dutra, and Sarah Campos de Lima Carvalho
Manicurist: Miriam Antonia Vieira
Casting Producer: Giovanna Rouvier
Casting Assistants: Gabriel Rouvier, Thiago Santos Dias, and Rodrigo Freire Ribeiro
Production Coordinator: Reinaldo Faria Ancieto Júnior
Producers: Ronder William and Patrícia Kojima
Production Assistant: Erlon Sousa dos Santos
Location Producer: Tatiana Setton Verea
Location Assistants: Beatriz Piffer, Lucas de Freitas Silva, and Luciana Negri de Carvalho
Set Assistants: Rodrigo Dias, João Batista da Cruz, Jesse Nunes, Carlos Andre Alves de Jesus, Carlos Rogério da Cunha, Levy Martins, Pedro da Silva Barros Meireles, Marcio Garcia Leal, John Lennon Alexandre da Silva, Adjacir Soares de Oliveira, Alessandro Santos da Silva, Augusto Nascimento Gonçalves, Fabio Carlos da Silva Braga, Gabriel Dornelles da Silva, Gustavo Soares Aranega Neto, Welington James Gitirana, Antônio Rogério Andrade Costa, João Gabriel Soares Maciel, Henrique Ballastreri Marinho, Anderson Ferreira Batista, Jefferson da Silva Ataides Soares, and Charles Sorocaba Basilio
Post Coordinators: Priscila Paduano and Tutu Mesquisa
Assistant Production Coordinator: Letícia Harumi
Editor: Robi Bonoldi
Assistant Editor: Giancarlo Noll
Post: Georges Sakamoto
Color: Marla Color Grading and Fernando Lui
Director of Art/Motion: Lucas Carvalho
Assistant Motion Designers: Gabriel Amorim and Vinicius Gaspar
Post/CGI: Nash VFX
CGI Supervisor: Cirilo Bonazzi
CGI Producer: Flávia Gannam
Edit Room Assistant: Phillipe Cunha
Legal: Ellen Mesquita, Monica Figueiredo
Controllers: Rafael Neder, Beatriz Soares, Fabiana Baptista, Lucas Pereira, Fabio Oliveira, Everson Martins and Viviane Isabelle
AUDIO:
Sound Production: Raw Audio
Music Production: Fernando Forni, Ricardo Pinda and Rogerinho Pereira
Music Direction: Hilton Raw
Sound Design and Mix: Enrico Maccio and Philip Braunstein
Liaison: Carol Peternelli
Coordination: Robério Barbosa
Voiceover: Maristane Dresh
Approval: Renata Gomide, Marcela De Masi and Bruna Buas Pazos.
