Client: Pompeia Store
AD: João Senger
My Role: Concept, Copywriting, Scriptwriting
AD: João Senger
My Role: Concept, Copywriting, Scriptwriting
BACKGROUND
Pompeia is one of the major fast-fashion stores in the south of Brazil. The expectation for Mother's Day 2017 was to talk about all kinds of moms. We opted to concentrate on a particular type.
Pompeia is one of the major fast-fashion stores in the south of Brazil. The expectation for Mother's Day 2017 was to talk about all kinds of moms. We opted to concentrate on a particular type.
IDEA
A mother recalls memories of her daughter. The very first steps, the very first birthday, and the very first school presentation. But for some reason, she did not attend any of those events.
A mother recalls memories of her daughter. The very first steps, the very first birthday, and the very first school presentation. But for some reason, she did not attend any of those events.
TV COMMERCIAL (CC)
“For those mothers who knew their sons after birth, the ones who had lost their first steps, words, and some birthdays, the Pompeia commercial shows that love and affection are welcome, whenever they are.” – Donna Magazine
To be able to adopt, you need to go through assessments with psychologists.
There are 8.7k children and teenagers for 43.6k registered applicants.
In 2017, only 10.4% of children adopted in Brazil were black.
PROMO SHOOTING
👩🏻🦱 👧🏾 💌