Who defines the best age to be your true self?
After the huge success of the #2old4this campaign, we had a massive challenge: keep up with the level of awareness, the engagement in all channels where Natura Chronos gained prominence, and substantial success in increasing sales without losing the true connection and empathy gained with our public.
So we decided to open the range of our previous concept, allowing even more women to see themselves portrayed in the campaign... now using the #2old4 hashtag, with a fresh approach focused on the behavioral aspect of their lives, proposing even more freedom for them to be whoever they want, regardless of their age.
Based on an emotional - albeit modern - film and without giving up the creative, crafty approach and the high aesthetic standards of the brand, we launched the new campaign - which gained as much prominence in the brand channels and especially in PR - as the “first season”, featuring Natura Chronos once and for all in the daily lives of women and becoming a successful case for the brand that is still praised as a reference up to this day and age.
Client: Natura
Agency: SalveTribal Worldwide
Product: Natura Chronos
Campaign: #velhapra ( #2old4 )
My role: concept, creative idea, film script, head of copy, creative direction
Credit to: Clarice, Aldo, James, Ricardo (creatives), Ciça (production), Rodrigo, Ana (accounts), Mazi, Anne, Thiago (strategy), Gabriel, Sacha (content), Jéssica, Bruno (media)
Video Production Company: Corazon Filmes
Directors: Bel&Ju
Sound Production Company: Lucha Libre
Producer: Paulinho Corcione e Equipe Lucha
Accounts: Dani Celer e Thais Urenha
