2023-11-27 15:50:11
Enzo Souza*
Natura brings love and purpose to gifts in Christmas campaign
In a story starring a cuckoo doll, Natura inspires us to transform gifts into expressions of love.
Amidst the commitments and hectic routine of the end of the year, sometimes we fail to put intention and attention into the demonstration of affection that a gift can mean. After all, in the act of giving a gift we can express the thanks and good feelings we feel for the person receiving the gift. With that in mind, the
in partnership with the Africa Creative agency, launched its campaign this Christmas that provokes reflection: “What if we turned all the love we feel into a gift?”, encouraging people to get out of automatic mode and invest more feeling in each gift .
The invitation is made through a Christmas tale, a story that revolves around a doll and a doll, inhabitants of a cuckoo clock in a house all prepared for the big night of Christmas. The doll traditionally hands a box to the doll every time the clock strikes. And then, when the character notices a Natura gift under the Christmas tree, he has an epiphany about making the gift for his loved one even more special. He breaks away from the clock’s gears and embarks on a journey, collecting elements that represent Natura’s unique way of making gifts, including responsibility for the environment and valuing human relationships. All of this transforms the box he carries into a truly special and purposeful gift, collecting the best feelings in the form of a gift.
Check out the campaign video below:
“Often, in the rush at the end of the year, we don’t pay attention to the true meaning that a gift can have. More than a symbol of affection, we place it as a task or obligation. But a gift can be loaded with meaning, materialize and renew love from one person to another. This Christmas, Natura materializes the essence of the brand through a Christmas story. In it, the central character goes on a journey to transform his gift into a special gift, with more meaning, with more love. This is how we make gifts at Natura: taking care of relationships with others at the same time as we take care of our relationship with the planet we live on”, comments Erica Vieira, global director of Gift Marketing at Natura.
The film aired last Saturday (25th) during television programming and will continue until December 26th, both on open and pay TV. The campaign also has a special presence on Domingão com Huck, from
, bringing reflection on giving gifts with more affection, alongside special guests. At the
, in a spin-off of the film, the doll’s journey will be expanded by placing in its box, every week until Christmas, different elements from various places in Brazil. While, on Instagram, an interactive game allows the user to transform into the doll and collect different items in its box to arrive at the perfect gift. On social media, creators and celebrities will transform feelings into gifts in special dynamics.
“Our gifts will be the translation of love in a 360º campaign that will enchant the audience from television, take to the streets of Brazil with external media, generate conversation on the networks and enhance our message with influencers. We will also have a Christmas space and consumer experience with Casa Natal Natura in Villa-Lobos Park” explains Denise Coutinho, director of Marketing and Communications Brazil at Natura.
The story is not just on TV and digital. It also takes over the streets of different regions of the country with OOH exposure in cities such as São Paulo, Rio de Janeiro, Curitiba, Florianópolis, Porto Alegre, Recife, Salvador, Fortaleza, among others. In OOH, what stands out is the transformation of the street clock into a cuckoo clock, produced by the company Bizsys, where the characters come out with each “beat” of the clock. Also on the streets, the capital of São Paulo will receive an exclusive activation in a giant cuckoo clock, with a pop-up store and dynamics, in Parque Villa-Lobos between November 25th and December 17th.
“When we decided to bring a Christmas tale to Natura, we needed a captivating, simple story that had, above all, charismatic characters, the kind you want to take home. Our cuckoo doll was built by many hands and came to life in a process in which every detail counts. Working with animation requires time and a lot of patience because nothing is born ready-made. But we couldn’t be happier with the result”, concludes Sophie Schonburg, Executive Creative Director at Africa Creative.
The film was directed by Pedro Becker (from Delicatessen), with animation and post-production coordinated by Cirilo Bonazzi (from Nash), and the soundtrack developed by Antfood.
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