The campaign
The challenge that was proposed to us was to establish the brand as a good option for gifting children. To achieve this, we would need to create a campaign that communicates with adults but also introduces children to a way of thinking and imagining my favorite movements and sports.
Pedagogy
In order to build the campaign with propriety and a solid foundation, we drew on the concepts of Piaget and Paulo Freire. They provided us with the insight that the body is the first instrument we have to imagine and project our future. In the case of our campaign, our movement and athleticism begin in childhood.
Akin
Soccer and Basketball
Isadora
Circus and Streetdance
Liam
Tennis and soccer
Antonella
Ballet
Characters
Right at the beginning of the project, one of my responsibilities was to select children based on their profile, athleticism, and the movements they engage in. It involved the task of browsing through the Instagram pages of each pre-selected child to start telling real stories with our young actors.
Illustrations
To support the stories, we considered using illustrations with a specific style that, while modern, conveys what the imagination of children can add to their experiences. To achieve this, we enlisted the illustrator Leo Vargas, who agreed to join us on this project.
Registros
To capture the day of shooting and all the magic of the children, in addition to photos and videos for the campaign, we had an analog photography team to document the behind-the-scenes of the daily shoot.
Resumo
A creation of the Children's Day campaign proved to be an intriguing challenge. Organizing tasks, understanding deadlines, and managing suppliers were exercises in effective project management. The experience of overseeing a campaign from ideation to the final posting is always highly rewarding.
Ficha técnica
Creative Direction
Bruna Torres
Art Direction
Guilherme Buzzo
Content Direction
Bella Ceole
Designers
Danielly Monteiro
Renata Alessandre
Carolina Kimie
Strategy
Renata Delgado
Pedro Morabito
Tainá Coronatte