This Brazilian Cosmetic Brand Shows Why the Best Christmas Gift Is Being Present
In an era of overstimulation, being fully present is increasingly rare, and 'artificial intimacy' - the phenomenon in which we neglect relationships and our routines – has a direct impact on the way people connect to one another, and their social and emotional skills. In a recent talk at South by Southwest (SXSW), therapist and NYU professor Esther Perel explored the issue, and the way in which new technologies are affecting our mental health. O Boticário, one of the most beloved cosmetics brand in Brazil and one of the nation’s largest franchises, understands the importance of relationships, connections, and love – all of which inspired their Christmas campaign, 'Make Your Love Present,' to show that no present is better than being present with your loved ones, here and now. The message is designed to spark a conversation about active presence and its effect on the way we connect to one another.
Created by AlmapBBDO, the film takes a metaphorical approach to depicting presence and absence in interpersonal relationships, exploring the ways in which the stimuli around us affect our perception and distance us from our loved ones, from friendships to romantic relationships, family, and even at work. Throughout the video, to the tune of 'I’ll Be There' by the Jackson 5, the characters are transformed and come to be fully, truly present during their everyday lives.
As AlmapBBDO’s executive creative directors Rafael Gil and Rodrigo Almeida see it, 'absent presence' has increasingly affected the way people relate to one another. “We’re physically close, but emotionally distant. And there’s no better time of year to talk about the issue than Christmas, which is when everyone wants to be close – but actually close – to their loved ones.”
The official launch involved a promotional strategy designed to generate deeper, more strongly rooted connections with the audience. By broadening and following through on the topic, with a 360° communications strategy, O Boticário was able to create activations on its social media profiles that encouraged the public to reflect about the issue.
According to Boticário communications director Bruna Buás, a sense of absence, even when people are physically present, is one of the greatest tensions in today’s society. And in that context, Christmas has the power to make us tackle the issue head-on and bring about transformations. “Some people say they wait all year to see our Christmas campaign,” says Bruna. “We understand the responsibility that comes with representing one of the biggest retailers in the country. To do justice to every Christmas tree across Brazil with a gift from O Boticário for a special someone, we always try to strike an emotional nerve, to create identification and spark conversations on the biggest day of the year. We know we’re not only here to spread awareness, but also to start conversations and change behaviours. That’s why we chose to propose that the best present you can give this Christmas is to be present, in the moment, with your heart and mind, no distractions, with your undivided attention, making great memories.”
The 360 campaign, created and executed by AlmapBBDO and LIVE, the agency’s live marketing division, kicked off with an unprecedented launch event. In a moving moment for the event’s guests, the sky above São Paulo in front of the obelisk in Ibirapuera Park was taken over by 350 drones, forming key messages from the initiative in a QR Code – the first, redirecting to the campaign film. The night was made even more memorable by a choir, which performed 'Por Enquanto' by Cássia Eller, 'Tempo Perdido' by Legião Urbana, and, of course, the campaign’s theme song, 'I’ll Be There.'
