Protex - "Awakening Lullabies"

VML Brazil

VML Brazil São Paulo, Brasil

Premios

5873

This ad is part of the ACT Responsible Collection

Marca: Protex
País: Brasil

Anunciante: Colgate-Palmolive Company

Título	Awakening Lullabies
Agencia	VML Brazil
Campaña	Awakening Lullabies
Anunciante	Colgate-Palmolive Company
Marca	Protex
Posted	Septiembre 2023
Sector Empresarial	Jabones
Filosofía	Becoming a new mother is often accompanied by significant hormonal changes and a major shift in identity, as well as a disruption of typical support structures and routines. It’s a rollercoaster of emotions with 80 percent of new mothers experience the baby blues - a common emotional state caused by extreme hormonal changes, not to be confused with postpartum depression. Along with caring for a newborn comes stress and exhaustion, which can compound these feelings. Additionally, almost 85 percent of women report feelings of loneliness and isolation after giving birth. To support new mothers during this phase, Protex Baby has launched "Awakening Lullabies," a soothing soundtrack designed to help mothers feel less alone and reassure them that their feelings are normal. Developed alongside psychologist Carolina Sales, the soundtrack focuses on six central themes that new mothers may struggle with, including loneliness, breastfeeding, self-esteem, sleep deprivation, taking time off work, and guilt. Six intimate songs were created, each accompanied by a video, to support new mothers and validate their emotions during the quiet moments with their babies. The music and videos are available digitally across YouTube and Spotify, providing mothers with words of comfort as the soothe their baby to sleep. The soundtrack was produced by S de Samba and sung by six singers who are also mothers.
Medio	Case Study
Duración	89 seconds
Responsable de la creación	Sleyman Khodor
Director ejecutivo de creación	Roberto Rogoski
Director creativo	Denon Oliveira
Director creativo	Frederico Teixeira
Montador	Marcelo Felício
Montador	Felipe Choi
Director artístico	Marcos Lee
Director artístico	Jean Guelre
Director artístico	Luiz Ramon Evangelista
Director artístico	Lucas Pessoa
Director de publicidad	Emma Goethals
Planning Team	Aline Prates
Planning Team	Maysa de Paula
Planning Team	Mariana Dutra
Planning Team	Giovana Cruz
Planning Team	Sofia Clozel
Media Team	Luis Padilha
Media Team	Brenda Silva
Media Team	Rafaela Tavares
Public Relations	Paula Ganem
Public Relations	Gabriel Grunewald
Public Relations	Ana Carolina Cesario
Public Relations	Bruno Veloso
Public Relations	Gabriella Ferreira Leite
Public Relations	Isabela Brunelli
Productor de la agencia	Viviane de Castro
Productor de la agencia	Arthur Dagir
Supervisor de clientes	Adriana Anido
Client Team	Nelson Malta
Client Team	Katia Ambrosio
Client Team	Felipe Oliveira
Client Team	Luciana Abe
Client Team	Karla Villamil
Productora	Vandalo
Realizador	Gideon Moraes
Productor ejecutivo	Caio Fusco
Attendance	Liciane Bortolussi
Director / DOP	Danilo Arenas
Production Director	Alessandra Romualdo de Melo
1st AD	Isabela Cristina do Nascimento Nunes
1st AC	Alice Sesoko
2nd AC	Lais Teixeira Santos
Sound Operator	Victor Penna
Production Assistant	Felipe Afonso Maresca
Production Art Director	Rebeca dos Santos Ukstin
Costume	Karen Urpia Dourado Maciel
Costume Assistant	Petra de Sá Santos Macedo
Make-Up Artist	Amanda Abdo de Oliveira Stocco
Music Video Editor	Maira Tavares
Music Video Editor	Nicolas Klinke
Music Video Editor	Matheus Belga
Editing and Finishing Videocase	Hugo Caserta
Color Grade Artist	Adonias Dantas
Music Director	Wilson Simoninha
Music Director	Jair Oliveira
Music Production	Diego Guimarães
Compositor de música	Heloá Holanda
Mixer	Antonio Arruda
Executive Music Producer	Meg Magro