This sequel to the breakthrough campaign whereby a visually impaired woman got to know her as yet unborn son with a 3D printout of an ultrasound now reveals how that baby has been doing in the outside world, during the first 100 days of his life.
The new “Meeting Murilo” initiative for Huggies Brazil out of agency Mood shows us the power of hugs and an encouraging embrace in a child’s development–and young Murilo is thriving.
Titled “Murilo’s First 100 Days,” this short film premiered officially on March 15 on the brand’s Youtube channels and on Facebook, as well as on the official Huggies website. Production is by La casa de la madre, with Jorge Brivilati serving as director/DP.
Credits
Client Kimberly-Clark/Huggies Agency Mood Bruno Brasileiro, Felipe Munhoz, Rafael Gonzaga, creative directors/team creatives; André Félix, creative; Luis Cionstantino, Sabrina Tito, convergence; Eduardo Lellis, media; Daniel Rios and Fabricio Natoli, planning; Rita Teófilo, Thiago Campos, producers. Production La casa de la madre J. Brivilati, director/DP; Paulo Geraissate, exec producer; Thais Trolize, art director, producer. Editorial Douglas Gomes, editor. Audio/Sound Design Lua Nova Thomas Roth, Tech Fuchs
Following World AIDS Day, which was celebrated on December 1, co-production companies Central Films and Freelance For track one man’s existential, and potentially career-altering, decision to “come out” as living with HIV in Spain in this public service spot titled “The HInVisible Celebrity.”
Out of agency Señora Rushmore for ViiV Healthcare Spain, in collaboration with GESIDA, SEISIDA, and Apoyo Positivo, the PSA--directed by Rodrigo García Sáiz via Central Films Spain--addresses the stigma against publicly living with HIV in Spanish society. In the more than 40 years since the first case of HIV appeared in Spain, no public figure in Spain has claimed to have HIV. Viiv Healthcare Spain asks, if there are 150,000 people with HIV in Spain (or approximately 1 in 300), why don’t we know anyone with HIV?
The central character, who dons a mask of television-pixelated anonymity, gives himself an introspective pep-talk ahead of announcing his status to the Spanish public. Along the way, he wonders what will become of his career, and reputation in general, even as he recognizes that his declaration could change Spain’s cultural landscape for the better and for all of those in Spain who live with HIV every day. As no public figure in Spain has ever announced living with HIV--due to fear of public rejection--this character realizes that such a role model could change that.
The character has already begun building social media awareness with his Instagram profile, @famosoinvihsible, which began cataloging his life as a public figure earlier this fall. Still, though, the figure either leaves himself out of the picture, faces away from the camera, or dons the pixelated mask associated with anonymous admission. “The HInVisible... Read More
