AlmapBBDO’s Christmas film for Brazilian cosmetics company, O Boticário, is not full of Christmas joy. It’s even uncomfortable to watch. Uncomfortable, because it explores the emotional complexities of family dynamics, tackling the challenges many Brazilian families face when children assume the role of caregivers for their aging parents.
The campaign, Case de Vidro (Glass House) asks Brazilians to think about the act of caring for loved ones as a natural part of life’s journey.
O Boticário’s holiday campaigns have always aimed to address social truths that resonate with Brazilian families. By conducting extensive research and social listening, the brand uncovers cultural tensions and challenges that it brings to life in campaigns designed to inspire engagement.
“This year, we identified the pressure and challenges when children become caregivers for their parents, and we saw an opportunity to depict this reality through our lens of love,” stated Marcela de Masi, executive director of branding and communication at Grupo Boticário. “Our goal is to encourage family members to view this moment as an opportunity to redefine care as a natural part of life’s journey—a chance to practice the love we’ve received throughout our lives.”
The campaign also highlights the important role of caregivers and recognises the challenges they face while underscoring the need to give back the love they’ve received from those who cared for the family throughout the years.
Casa de Vidro is the brand’s largest production to date. The production process involved six months of in-depth research and discussions to define the campaign’s theme and tone, ensuring it resonated with cultural tensions. The campaign’s format is a high-production short film, lasting over four minutes, designed to engage viewers through a cinematic approach and deeper emotional connections.
The soundtrack features a snippet of Alanis Morissette’s You Learn, a deliberate choice to connect with millennials who grew up with the song in the 1990s. This demographic is the most likely to resonate with the campaign’s theme, as many are facing the challenges of caring for their aging parents.
The film premiered on November 25 across O Boticário’s social platforms. The full campaign includes a 60-second version airing during prime time on open TV and additional content on pay TV.
Credits:
Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
CCOs: Luiz Sanches & Perni
Executive Creative Directors: Fernando Duarte & Henrique Del Lama
Creative Director: Philippe Degen
Creative Team: Beatriz Fiori, Pedro Hefs & Yasmin Oliveira
Audiovisual Production: Diego Villas Boas, Juliana Henriques & Giuliano Springuetti
Client Service: Camilla Massari, Andressa Duo, Bruna Defelippe, Vivianne Santos, Thais Guarlotti, Júlia Vasconcelos & José Henrique Pereira
CSO: João Gabriel Fernandes
Planning Team: Tiago Tateyama, Daniela Ferrari, Júlia Martins, Maria Eduarda Menezes, Giovanna Schiavon, Nubia Yoshiura & João Calasans
CDMO: Rafaela Alves
Media: Rafaela Alves, Mariana Areia, Suellen Kiss, Steffany Ribeiro, Camila Lopes, Patrick Novais, Larissa Alves & Leticia Cavalcante
RTV: Diego Villas Boas, Juliana Henriques & Giuliano Springhetti
Client: O Boticário
Client Tea: Renata Gomide, Marcela de Masi, Carolina Impelizieri Carrasco, Giovana Orlandeli, Ligia Monteiro, Mariana Fiordelice, Izabella Franceschi, Bibiana Padula, Mayara Salgueiro, Maryana Real and Orru & Rafaela Lopes
Production Company: MyMama Entertainment
Director: Kid Burro
Creative Assistant: Luigi Madormo
2nd Unit Director (kits): Ana Valente
Producers: André Pinho, Mayra Faour Auad & Gabrielle Auad
Executive Producers: Pati Caldas, Mafe Cicaroni & João da Terra
1st Assistant Director: Juliana Pellegrino
Director of Photography: Bibi Bianchini
Post Production: Nash
VFX Supervisor: Cirilo Bonazzi
Producer: Flavia Gannam
VFX Producer: Claudio Colângello
VFX Lead: Raul Rodrigues
Colour Grading: Clandestino
Colourists: Alexandre Cristófaro & João Paulo Geraldo
Editor: Carol Leone
Sound: Satellite Audio
