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.
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Credits
Client O Boticário Agency AlmapBBDO Pernil, chief creative officer; Fernando Duarte, Henrique Del Lama, VPs of creative; Catharina Mendonça, Daniel Trimer, Guto Merino, and Leonardo Zardo, creatives; Sergio Mugnani, head of creative innovation. Renan Bianco, head of content; Marcus Sulzbacher, creative director (key visual); Mariane Ayrosa, designer (key visual); Joao Gabriel Fernandes, chief strategy officer; Tiago Tateyama, Maria Eduarda Menezes, Giovanna Schiavon, and Núbia Yoshiura, strategy; Lillian Cavallini, head of creative tech; Diego Villas Boas, Juliana Henriques, Aline Silva, and Julia Ramos, digital AV producers. Production THE YOUTH YOUTH, director; Carol Cherobim, exec producer, production manager; Chico Pedreira, exec producer; Stefanie Korb, production manager; Flavia Meszberg, 1st assistant director; Yuri Maranhao, DP; Felipe Dias, art producer; Gislaine Leal, props producer; Francisco Wolf, props album; Eliel Ferreira da Silva, Jose Alejandro Corrales Pena, Mateus dos Santos Silva, Daniel Ferreira, Luiz Henrique Bandeira, Adriano Garcia de Lima, Pedro Henrique de Abreu da Silva, Luiz Henrique Bandeira, and Rogerio Modelski, set design team; Francisco Henrique de Almeida Venancio, Fausto Victor Inacio Alef, Rodrigues de Almeida, Wulian Douglas Gomes Felippe, Antonio Elisio Alves de Oliveira, Bruno Tadeu de Souza, Isaac Boddy Cruz, Tiago Boddy Cruz, Mario Sérgio de Lima Barbosa, Alexandre de Lima Barbosa, Marcelo Prado, Neverson Luiz da Silva, and Angelo Soares, painting team; Nanda Sansone, costume designer; Lair Sousa, aging artist; Camarim Brasil: Westerley Dornellas, hair & makeup; Vivian de Lima Reimann, makeup artist; Renata Scheidt, Flavia Cozozza, casting producers; André Chesini Okimoto, Steadicam operator. Postproduction COLOSSAL Mauricio Kazu Yamashita, executive postproduction producer/producer; Daniel Maia, executive post producer; Rodrigo Stradiotto, postproduction supervisor; Thiago Marra, postproduction coordinator; Georges Sakamoto, finishing; Maria Luiza Machado, Victor Matos, and Natália Farias, editing; Leonardo Mariani, broadcast editing; Janaina da Veiga, motion; Erick Moraes, colorist. VFX DOPO Juliano Storchi, VFX supervisor, compositor; Jacquelini Lima, VFX producer; Leo da Silva, compositor; Gabriela Linhares, 3D modeler; Wesley Sousa, FX technical director. Audio Production Satelite Audio Roberto Coelho, Hurso Ambrifi, musical directors & musical production; Daniel Iasbeck, Bruno Zibordi, Koitty, Alexandre Avicena, Pedro Pelotas, Luna Franca, musical production; Carla Cornea, Vithor Moraes, Arthur Dossa, Andre Giannini, Esteban Romero, postproduction; Camila Guedes, Letícia Oliveira, Bea Vieira, Mariana Tardelli, production managers; Brenda Mayer, voice.
Cadbury Dairy Milk has unveiled “Homesick,” a spot from London agency VCCP directed by Steve Rogers via Biscuit Filmworks x Revolver in collaboration with VCCP’s global content creation studio Girl&Bear.
The film marks the latest chapter in Cadbury’s long-running and IPA Effectiveness Grand Prix-winning brand platform “There’s a Glass & a Half in Everyone.”
“Homesick” tells the story of two sisters separated by 6,000 miles. Set against the neon glow of Kuala Lumpur, the film opens with the older sister calling home. After the call ends, she reaches for an envelope--an eagerly awaited piece of home--and discovers a Cadbury Dairy Milk chocolate bar lovingly wrapped inside. There’s just one twist: her younger sister has already eaten a generous portion of it. A tiny alien sticker holds together what remains of the bar, an unmistakable signature of sibling mischief. It’s a small, human moment--tender, funny and instantly relatable--capturing the way even imperfect gestures can mean everything when you’re far from home.
The campaign was created by VCCP creatives Emma Jackson and Aly Lane and aims to reinforce Cadbury’s role as a fabric-of-the-nation brand--one that understands and reflects the emotional connections people share every day. As loneliness rises and feelings of belonging decline, Cadbury believes these small acts of generosity have never been more meaningful or more relevant.
