“O Boticário’s Christmas Campaign Encourages Presence Over Presents”
In the age of constant stimuli and artificial intimacy, O Boticário, Brazil’s cherished cosmetics brand, unveils a thought-provoking Christmas campaign titled “Make Your Love Present.” Addressing the rarity of being fully present in a world filled with distractions, the campaign, created by AlmapBBDO, aims to spark a conversation about the importance of active presence and its impact on meaningful connections.
The Essence of “Make Your Love Present”
Therapist and NYU professor Esther Perel’s insights on the impact of technology on mental health, presented at South by Southwest (SXSW), resonate with O Boticário’s campaign. The cosmetics giant understands the value of relationships and genuine connections, shaping a narrative that emphasizes the idea that no present surpasses the gift of being present with loved ones.
Metaphorical Exploration by AlmapBBDO
The film, crafted by AlmapBBDO, takes a metaphorical journey through the realms of presence and absence in interpersonal relationships. Set to the classic “I’ll Be There” by the Jackson 5, the video illustrates how external stimuli influence our perception and create emotional distance in various relationships—be it friendships, family, romance, or work. The characters undergo a transformation, becoming truly present in their everyday lives.
The Concept of “Absent Presence”
AlmapBBDO’s executive creative directors, Rafael Gil and Rodrigo Almeida, delve into the concept of “absent presence,” highlighting the paradox of physical closeness accompanied by emotional distance. They recognize Christmas as the opportune moment to discuss this issue, a time when the desire for genuine closeness intensifies.
A 360° Approach and Audience Connection
The campaign extends beyond traditional advertising, adopting a 360° communications strategy. O Boticário leverages its social media platforms to initiate reflections on the theme, fostering deeper connections with the audience. Bruna Buás, Boticário communications director, emphasizes that the sense of absence, even in physical proximity, is a significant societal tension, making Christmas the ideal time for transformative conversations.
Unveiling “Abducted” in São Paulo
The campaign’s pre-premiere in São Paulo featured a captivating launch event. Over the iconic obelisk in Ibirapuera Park, 350 drones formed QR Codes, redirecting viewers to the campaign film. A choir enhanced the evening’s magic with renditions of songs like “Por Enquanto” by Cássia Eller and “Tempo Perdido” by Legião Urbana, along with the campaign’s theme, “I’ll Be There.”
A Meaningful Christmas Message
O Boticário recognizes its role as one of Brazil’s largest retailers and approaches Christmas campaigns with a sense of responsibility. The brand seeks to evoke emotions, spark conversations, and influence behaviors. The overarching message is clear: the most valuable present this Christmas is the gift of genuine presence—undistracted, with undivided attention, creating cherished memories.
In the heart of “Abducted,” O Boticário prompts us to reflect on the essence of connection, love, and being truly present during the festive season. The campaign signifies a departure from materialism, emphasizing the enduring importance of authentic human connections.
