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Top Spot of the Week: BETC São Paulo Creates "The UnPhotographed Album" For Parents Who Adopt Kids

By

Robert Goldrich
Wednesday, May. 30, 2018

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Late adoption in Brazil is still a rare gesture, which runs up against various myths and prejudices. Today, 92% of children who are waiting for adoption are over 7 years old. However, of the 37,000 parents who want to adopt, only 9% welcome children of that age or older, according to data from the National Justice Council. 

To raise awareness to this cause, Dermodex brand, a specialist in rashes, and the advertising agency BETC São Paulo, announce this Friday, on the Brazilian National Adoption Day (May 25th), an experiment carried out with three Brazilian families, which allowed late-adoption parents to see themselves, for the first time, with their children in special moments since their date of birth.

Part of a small part of the population, three couples - Ester and Moacir, Cacalo and Zé Antônio, and Malu and Joachim - were surprisingly honored with The UnPhotographed Album (“O Álbum Nunca Fotografado” in Portuguese): illustrations that unite parents and their adopted children, even before they had met, in special moments. “Eternizing moments of life is an experience that everyone deserves to have, including late-adoption parents, who could not keep up with the early years of their children. Even though they have not lived certain situations, in the imaginary of these families, those moments have always existed,” said Erh Ray, BETC São Paulo CCO, highlighting the purpose of the activation.

Through an album of memories, these parents had the opportunity to see themselves next to their children, since each of their child’s birth day. After months of detailed research, studying the past of those families before the adoption, BETC São Paulo found out which moments and stories the parents and their children would like to have lived together. From this, in partnership with Studio Ícone, they created customized albums full of realistic illustrations, bringing unforgettable images of those families, from moments that would have happened before they met: diaper changing, birthday parties, weddings, garden games, among many other situations.

This film chronicles the creation of “The UnPhotographed Album” (“O Álbum Nunca Fotografado”).

Credits

Client Reckitt Benckiser/Dermodex Agency BETC São Paulo Erh Ray, chief creative officer; Rodolfo Barreto, executive creative director; Daniel Schiavon, creative director; Rodolfo Barreto, Daniel Schiavon, Americo Vizer, Chico Lucas, Fillipe Abreu, Pedro Rosas, José Pedro Bortolini, Michel Morem, Gabriel Marcondes, Savio Hatherly, creative team; Utymo Oliveira, strategy; Mariane Goebel, Ana Lucia Marques e Tiago Hasegawa, production; Gilmar Mendes, Renata Germani, Juliana Arantes, Carlos Valeriano, Plínio Junior, graphic production. Production Trator Filmes Claudio Cinelli, director. Audio Production Jamute Illustration Estudio Icone

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