Brazilian cosmetics company O Boticário invites reflection on the act of caring for loved ones as a natural part of life’s journey in its new Christmas campaign. Titled “Casa de Vidro” (“Glass House”), this campaign film presents the largest production in the brand’s history and portrays the challenges many Brazilian families face when children assume the role of caregivers for their aging parents.
This film follows a family gathering for Christmas dinner, where two sisters share the responsibility of caring for their mother. Tensions rise as conflicts surface, and the metaphor of the “glass house” symbolizes the fragility of family bonds. A flashback to the sisters’ youth ultimately leads them to reconnect through cherished memories and affection, emphasizing the importance of family and the responsibility of caring for those who have always cared for them.
Created by agency AlmapBBDO in partnership with O Boticário, “Casa de Vidro” was directed by Kid Burro via MyMama Entertainment.
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 is running across O Boticário’s social platforms. A 60-second version will air during primetime on open TV and additional content on pay TV.
Credits
Client O Boticário Agency AlmapBBDO Luiz Sanches and Perni, chief creative officers; Fernando Duarte and Henrique Del Lama, executive creative directors; Philippe Degen, creative director; Beatriz Fiori, Pedro Hefs, and Yasmin Oliveira, creative team; Diego Villas Boas, Juliana Henriques, Giuliano Springuetti, A-V production; João Gabriel Fernandes, chief strategy officer. Production Company MyMama Entertainment Kid Burro, director; André Pinho, Mayra Faour Auad, and Gabrielle Auad, producers; Pati Caldas, Mafe Cicaroni, and João da Terra, exec producers; Juliana Pellegrino, 1st assistant director; Bibi Bianchini; Gisela Takara, production director; Vicente Saldanha, art direction; Paulo Puerta, art producer; Sergio Heineck, props producer; Nina Guimarães, costume designer; Simone de Souza, makeup & hair; Fezao Barbieri, postproduction coordinator. Cast Ana Elisa Mattos, Stephanie Lourenço, Malu Bierrenbach, Hugo Torrens, Paulo Amaral, André Garcia, Salete Fracarolli, Erica Letang Elias, João Miguel Libarino, Júlia Turati, Laura Bicudo, and Luisa Bertoli. Postproduction Nash Cirilo Bonazzi, VFX supervisor; Flavia Gannam, producer; Alice Villela, Andre Neumann, Caique Veloso, Cirilo Bonazzi, Diogo Castro, Luiz Fernando Tavares Alves, Rafael Assoni, Rafael Jimenez, Renata Prado, VFX artists; Guilherme Casagrandi, 3D technical director; Claudio Colangello, VFX producer; Raul Rodrigues, VFX lead; Guilherme Bermud, Luiz Reis, Marco Antônio dos Santos, Bruno Merli, 3D special effects artists; Gabriel Bittencourt, conform. Color Grading Clandestino Alexandre Cristófaro and João Paulo Geraldo, colorists; Luiza Freire, conform. Editorial Carol Leone, editor. Sound Production, Music Satelite Audio Roberto Coelho, Kito Siqueira, and Hurso Ambrifi, musical direction; Roberto Coelho, Hurso Ambrifi, Thiago Colli, Koitty, Alexandre Avicena, Pedro Pelotas, and Aloizio Lows, music production; Carla Cornea, Vithor Moraes, Arthur Dossa, Esteban Romero, and Andre Giannini, finalization; Camila Guedes, Letícia Oliveira, Bea Vieira, and Mariana Tardelli, production coordination.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
