Brazilian cosmetics company O Boticário has launched its Christmas campaign with a five-minute short that seeks to spark reflection on intra-family stress and the impact that words can have on our closest relationships. The inspiration came from a poll sponsored by the brand, conducted by consulting firm On The Go. The results revealed that 86% of Brazilians have been the victims of family bullying, but just 17% of them discuss the issue openly.
The film, created by AlmapBBDO, São Paulo, and directed by YOUTH of production company THE YOUTH, portrays the scenario laid out in the poll: the commonest kinds of family bullying are related to comments about physical appearance (50%) and comparisons between relatives (80%). We meet Camila, a young woman who flips through an album of Christmas photos only to be reminded of harsh comments from loved ones–especially her godmother, whose jabs about her body and appearance cast a shadow over family gatherings and wound up reinforcing rigid beauty standards.
“It’s not an easy topic to approach, and that’s why it’s so necessary,” explained Carolina Carrasco, director of branding and communications for O Boticário. “With this campaign, we’re able to reinforce just how important positive words can be, especially since 71% of people who’ve been bullied believe that affectionate gestures and comments can positively transform family relationships. That’s why we’d like to invite people to show their love out loud, and to leave marks of love.”
To encourage those behaviors and show the power of words this Christmas, O Boticário has created the concept “Words leave marks–let them be of love.” The film shifts between past and present, moving toward reconciliation as it shows just how transformative words can be, when wielded with love and empathy. The conclusion celebrates the impact of forgiveness and underscores how a loving dialogue can pave the way to better family relations.
