Client: Pompeia Store
AD: João Senger
My Role: Concept, Copywriting, Scriptwriting
AD: João Senger
My Role: Concept, Copywriting, Scriptwriting
BACKGROUND
Pompéia is one of the major fast-fashion retailers in southern Brazil. For Mother's Day 2017, its competitors chose to celebrate all types of moms. Pompéia, on the other hand, decided to focus on a specific kind.
Pompéia is one of the major fast-fashion retailers in southern Brazil. For Mother's Day 2017, its competitors chose to celebrate all types of moms. Pompéia, on the other hand, decided to focus on a specific kind.
IDEA
A mother recalls the memories of her daughter—the first steps, the first birthday, the first school presentation. Yet, for some reason, she wasn’t there for any of those moments.
A mother recalls the memories of her daughter—the first steps, the first birthday, the first school presentation. Yet, for some reason, she wasn’t there for any of those moments.
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
👩🏻🦱 👧🏾 💌