O Boticário pictures the power of words
A young woman struggles with years of criticism from family members in a thought-provoking campaign from the Brazilian cosmetics company.
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Credits
View on- Agency AlmapBBDO/Sao Paulo
- VP Creative Fernando Duarte Silva
- VP Creative Henrique Cerdan Del Lama
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency AlmapBBDO/Sao Paulo
- VP Creative Fernando Duarte Silva
- VP Creative Henrique Cerdan Del Lama
Created by AlmapBBDO, this moving Christmas campaign from Brazilian beauty brand O Boticário draws attention to the lasting impact of cruel and careless words on familial relationships.
The story centres around a young woman who flips through an album of Christmas photos only to be reminded of harsh comments about her body from loved ones – especially her godmother.
It builds on a poll sponsored by the brand, conducted by consulting firm On The Go, which revealed that 86% of Brazilians have been the victims of family bullying, but just 17% of them discuss the issue openly.
The film portrays facts clearly laid out in the poll: the commonest kinds of family bullying are related to comments about physical appearance (50%) and comparisons between relatives (80%).
