O Boticário Mother's Day campaign shows the emotional journey of the experiment to imagine

O Boticário launched his Mother's Day campaign in 2025 with a focus on the often overlooked topic of the fertility problems. The Brazilian cosmetics brand deals with the topic about a multi-platform initiative that includes a short film, a podcast series and an online support group in cooperation with B2Mamy, a Brazilian community for mothers and entrepreneurs.

Figures from the World Health Organization show that one of six couples worldwide experience difficulties. The campaign aims to give this experience visibility, which often remains unspoken and not supported.

The heart of the campaign is “plans”, a four -minute short film by Almapbbdo and produces by Mymama. The film follows a cover of the “Dreams” of the cranberries and follows a woman who navigates through the emotional realities of the experiment, including repeated setbacks.

https://www.youtube.com/watch?v=Qi8ulzy6cve

The Brazilian actress and singer-songwriter Mariana Rios was selected as the face of Boticário's social media campaign. Rios recently shared her personal experiences with the attempt to receive himself to convey a topic that is often overlooked.

The brand also included a group of influencers – some who are currently trying to be tried, and others who have gone through the process – to further strengthen the conversation and to combine with a wider audience.

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Credits

Customer: O Boticário
Customer team: Renata Gomide, Marcela de Masi, Carolina Carrasco, Lígia Monteiro, Mariana Fiordelice, Bibiana Veiga, Izabella Franchesci, Mayara Salgueiro, Pamella Tressino and Rafaela Lopes

Agency: Almapbbbdo
President & CEO: Filipe Bartholomeu
CCO: Pernil
Executive Creative Directors: Fernando Duarte & Henrique del Lama
Creative consultant: Becky Korich
AV production: Diego Villas Boas, Juliana Henriques & Julia Ramos
Account team: Camilla Massari, Andressa Duo, Vivianne Santos, Thais Guarlotti, Julia Vasconcelos and José Henrique Pereira
CSO: João Gabriel Fernandes
Planning: Daniela Ferrari, Julia Martins & Giovanna Schiavon CDMO: Rafaela Alves
Media: Francisco Custódio, Suellen Kiss, Steffany Ribeiro, Camila Lopes, Patrick Novais & Leticia Cavalcante

Production: Mymama Entertainment
Director (hero): Kid Burrro
Director (Kits): Ana Valente
Creative assistant: Luigi Madormo
Producers: André Pinho, Mayra Faur Auad, Gabrielle Auad & Nathalie Gautier
Executive Producer & Director of Coordination: João da Terra
1. Display: Lu Camargo
2. Display (hero): Eloísa Mendes
2. Display (Kits): Kelly Bill
DOP: Mauricio Padilha
1. AC: Rodrigo Gonçalo

Post production: Nash
VFX Supervisor: Cirilo Bonazzi
Producer: Flávia Gannam
Post -production manager: Fezão Barbieri
Editor: Carol Leone
Colurist: Clandestino

Audio production: Antfood Music & Sound Design
Head of Music Production: Lou Schmidt, Fernando Rojo & Tiago Lins
Executive Producers: Christiane Rachel and Renato Castro