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Tormenta
Agency AlmapBBDO / Sao Paulo + MyMama Entertainment / Sao Paulo + Satelite Audio / Sao Paulo + NASH / Sao Paulo
Category
TV, VOD, & Online / Over 90 Seconds - Single
Annual ID
OS25_FI084M
Background
Mothering a teenager is widely seen as a challenging journey for both mother and child. Society often overlooks this phase, inspiring O Boticário brand to authentically portray the tumultuous teenage years in its Mother's Day campaign—recognizing these mothers and sparking societal reflection.
Creative Idea
To offer recognition to these mothers, we use a storm as a metaphor throughout the film, illustrating this journey. It unveils the tempest a mother braves with her child, highlighting their resilience. Despite the challenges, navigating this sea is worthwhile—beyond every storm, calmer waters await.
Insights & Strategy
Adolescence is one of motherhood’s toughest phases. Yet, it’s often overlooked on Mother's Day, so our campaign insight aims to change that, sparking reflection with a storm as a metaphor—visually portraying the challenges and resilience of mothers navigating this tempestuous journey.
Execution
Going against the norm, we created a nearly four-minute film with no product placement, shot entirely in horizontal format, inviting viewers to “turn their screens” on social media. Featuring Oscar winner Billie Eilish on the soundtrack, the campaign achieved unprecedented engagement among young audiences for Mother's Day.
Results
In just 48 hours of campaigning, “Tormenta” went viral with more than:
+110MM Reach
+287k shares
+5.2K mentions
+8.26% Tx. engagement (+122% vs 2024 average)
With thousands of positive comments, mothers engaged and felt represented by the campaign, and society reflected on the message conveyed.
+110MM Reach
+287k shares
+5.2K mentions
+8.26% Tx. engagement (+122% vs 2024 average)
With thousands of positive comments, mothers engaged and felt represented by the campaign, and society reflected on the message conveyed.
2025 Awards
Total Points: 3
Merit
Credits
Agency
AlmapBBDO / Sao Paulo
Production Company
MyMama Entertainment / São Paulo
Music / Sound Production Company
Satélite Áudio / São Paulo
Post Production Company
Nash / Sao Paulo
Art Director
Áurea Ramon
Pedro Hefs
Chief Creative Officer
Pernil .
Luiz Sanches
Copywriter
Giullia Abreu
Igor Cabó
Director
Kid Burro
Director of Photography
Bibi Bianchini
Editor
Danilo Abraham
Executive Creative Director
Fernando Duarte
Henrique Del Lama
Agency Producer
Juliana Henriques
Aline Silva
Art Director of Film
Taisa Malouf
Executive Producer
João da Terra
Mafe Cicaroni
Pati Caldas
Music Director
Roberto Coelho
Kito Siqueira
Hurso Ambrifi
Account Team
Camilla Massari
Andressa Duo
Bruna Defelippe
Thais Guarlotti
Kayuan Fernando
Account Team - Satelite
Fernanda Costa
Renata Schincariol
Daniel Chasin
Approval
Renata Gomide
Marcela De Masi
Giovana Orlandeli Sampaio
Lígia Monteiro
Casting Director
Iléa Ferraz
Chief Executive Officer
Filipe Bartholomeu
Color Grading
Clandestino .
Colorist
Alexandre Cristófaro
João Paulo Geraldo
Director of production
Luciana Oppido
Finishing - Satelite
Carla Cornea
Vithor Moraes
Arthur Dossa
Esteban Romero
Head of Production
Diego Villas Boas
Media Team
Rafaela Alves
Suellen Kiss
Mariana Areia
Yasmin Baffa
Camila Lopes
Patrick Novaes
Letícia Strada
Music Producer
Roberto Coelho
Hurso Ambrifi
Charly Coombes
Thiago Colli
Koitty .
Alexandre Avicena
Pedro Pelotas
Nando Diniz
Planner
Rita Almeida
Daniela Ferrari
Júlia Martins
Post Production Coordinator
Fezão Barbieri
Production Coordinator
Camila Guedes
Letícia Oliveira
Bea Vieira
Mariana Tardelli
VFX Artist
Andre Neumann
Cirilo Bonazzi
Luiz Fernando Tavares Alves
Rafael Jimenez
Rafael Assoni
Renata Prado
VFX Set Supervisor
Luiz Fernando Tavares Alves
VFX Supervisor
Cirilo Bonazzi
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