Based on the concept "Mom, the best place in the world," the film makes an analogy to mothers as a country where everything works.
On April 27, Multiplan launched its advertising campaign to celebrate Mother's Day 2022, created by the Lápis Raro agency. The film shows common situations from Brazilian homes in vividly colored theatrical scenes, representing the best childhood memories and portraying mothers as an Affectionate Republic, a magical country with its own language, climate, cuisine and legislation, where there is always love, forgiveness, safety, and where everything works.
Through the concept "Mom, the best place in the world" as the campaign’s motto, Multiplan declares its love for Brazilian mothers, who are so diverse and wise in the ways of educating and showing affection. "After two years of isolation, Multiplan wanted to introduce a campaign that, besides celebrating the reunion of mothers and children, showed that their embrace is the best safe haven to which we always want to return, also showing the strength of the mother figure in our lives," explains Rodrigo Peres, Multiplan's Director of Marketing and Loyalty.
To complement the celebration of this special date, Multiplan's shopping centers have prepared several actions for the month of May. There will be raffles for cars, shopping vouchers, gastronomic experiences, and tickets to concerts, among others. The projects will also feature promotions in which customers who purchase a certain amount can exchange their receipts for special gifts.
Watch the campaign film:
Ficha Técnica:
Agência: Lápis Raro
Anunciante: Multiplan
Campanha: Dia das Mães 2022
Direção de Criação Executiva: Carla Madeira
Direção de Criação: Cris Cortez e Márcia Lima
Criação: Rodrigo Simão, Iara Couto, Márcia Lima e Cris Cortez
Direção de Atendimento: Simone Moreira
Gerente de Atendimento: Renata Pereira
Atendimento: Ingrid Lelis
Gerente de Projetos: Cláudia Porto
Gerente de Planejamento: Sthefanie Tupy
Planejamento: Fábio Freitas
Gerente de RTVC: Marcelo Henrique
Estagiário RTVC: Henrique Castanheira
Produtora de Áudio: Canja Produções Musicais
Produção Filme: Brokolis do Brasil
Direção de Cena: Lucas Gontijo
Cenografia: Reis
Gerente de Mídia Online: Anderson dos Santos
Mídia Online: Higor Luiz e Dayse Pedrosa
Head de Conteúdo Digital: Carolina Zanco
Supervisora de Conteúdo Digital: Anna Santana
Conteúdo Digital: Adriano Guimarães, Gabriela Arruda, Lucas dos Santos, Ludmila
Cristina e Ricardo Moreira
Gerente Design UX: Daniel Silveira
Design UX: Gabriel Rios
Gerente de Operações: Iuly Macari
Operações: Marco Antônio
Revisão: Iago Passos
Aprovação no Cliente: Rodrigo Peres, Mônica Rocha e Adriana Antunes
