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Tormenta
Agency AlmapBBDO / Sao Paulo + MyMama Entertainment / Sao Paulo + Satelite Audio / Sao Paulo + NASH / Sao Paulo
Category
Production Design
Annual ID
OS25_MI028S
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: 21
Silver Pencil
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
Aline Silva
Juliana Henriques
Art Director of Film
Taisa Malouf
Executive Producer
João da Terra
Mafe Cicaroni
Pati Caldas
Music Director
Hurso Ambrifi
Kito Siqueira
Roberto Coelho
Account Team
Camilla Massari
Andressa Duo
Bruna Defelippe
Thais Guarlotti
Kayuan Fernando
Approval
Renata Gomide
Marcela De Masi
Giovana Orlandeli Sampaio
Lígia Monteiro
Casting Director
Iléa Ferraz
Chief Executive Officer
Filipe Bartholomeu
Color Grading
Clandestino .
Head of Production
Diego Villas Boas
Media Team
Rafaela Alves
Mariana Areia
Suellen Kiss
Yasmin Baffa
Camila Lopes
Patrick Novaes
Letícia Strada
Planner
Rita Almeida
Daniela Ferrari
Júlia Martins
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