Late adoption in Brazil is still a rare gesture, which runs up against various myths and prejudices. Today, 92% of children who are waiting for adoption are over 7 years old. However, of the 37,000 parents who want to adopt, only 9% welcome children of that age or older, according to data from the National Justice Council.
To raise awareness to this cause, Dermodex brand, a specialist in rashes, and the advertising agency BETC São Paulo, announce this Friday, on the Brazilian National Adoption Day (May 25th), an experiment carried out with three Brazilian families, which allowed late-adoption parents to see themselves, for the first time, with their children in special moments since their date of birth.
Part of a small part of the population, three couples – Ester and Moacir, Cacalo and Zé Antônio, and Malu and Joachim – were surprisingly honored with The UnPhotographed Album (“O Álbum Nunca Fotografado” in Portuguese): illustrations that unite parents and their adopted children, even before they had met, in special moments. “Eternizing moments of life is an experience that everyone deserves to have, including late-adoption parents, who could not keep up with the early years of their children. Even though they have not lived certain situations, in the imaginary of these families, those moments have always existed,” said Erh Ray, BETC São Paulo CCO, highlighting the purpose of the activation.
Through an album of memories, these parents had the opportunity to see themselves next to their children, since each of their child’s birth day. After months of detailed research, studying the past of those families before the adoption, BETC São Paulo found out which moments and stories the parents and their children would like to have lived together. From this, in partnership with Studio Ícone, they created customized albums full of realistic illustrations, bringing unforgettable images of those families, from moments that would have happened before they met: diaper changing, birthday parties, weddings, garden games, among many other situations.
This film chronicles the creation of “The UnPhotographed Album” (“O Álbum Nunca Fotografado”).
CreditsClient Reckitt Benckiser/Dermodex Agency BETC São Paulo Erh Ray, chief creative officer; Rodolfo Barreto, executive creative director; Daniel Schiavon, creative director; Rodolfo Barreto, Daniel Schiavon, Americo Vizer, Chico Lucas, Fillipe Abreu, Pedro Rosas, José Pedro Bortolini, Michel Morem, Gabriel Marcondes, Savio Hatherly, creative team; Utymo Oliveira, strategy; Mariane Goebel, Ana Lucia Marques e Tiago Hasegawa, production; Gilmar Mendes, Renata Germani, Juliana Arantes, Carlos Valeriano, Plínio Junior, graphic production. Production Trator Filmes Claudio Cinelli, director. Audio Production Jamute Illustration Estudio Icone
Top Spot of the Week: Morrisons, Leo Burnett UK, Director Michael Gracey Present “The Greatest Show at Home” For Christmas
Morrisons, the U.K. supermarket and convenience store chain, has released its new Christmas ad, which presents “The Greatest Show at Home,” paying tribute to the hosts who put on the feasts which are the centerpiece of family get-togethers. Created by Leo Burnett UK and directed by Michael Gracey via production house Partizan, this :60 opens on a snowy evening, with a Morrisons delivery van arriving at a home. Inside, a lone oven glove catches a spotlight and springs to life, beginning to sing the opening line of “Give a Little Love.” As the ad progresses, we are taken on a journey through a series of festive kitchens, where the gloves provide moral support to hosts preparing for the big day.
The much-loved singing gloves, of course, have been a staple of Morrisons holiday cheer. And their new performance is set to the soundtrack of the aforementioned “Give a Little Love” from Bugsy Malone, recorded by a choir of 26 Morrisons colleagues at Abbey Road Studios--with talent spotted from across Morrisons stores, manufacturing sites and support office. The soundtrack sets the tone with the feel-good energy and celebratory warmth of a big “musical” production finale.
The gloves, now fully animated with distinct voices, sing their support for the nation’s family chefs--encouraging them as they prepare an array of indulgent Christmas dishes. From British turkeys and beautifully presented whole salmon, to party food from The Bestrange and indulgent desserts, the ad places Morrisons food front and center, offering a feast for the eyes as well as the table.
Gracey--who directed the feature The Greatest Showman--combines the playful charm of the oven gloves with a theatrical flair, giving the commercial a sense of... Read More