Second film for the media and brand renovation of Baby Care – the startup from Brazilian nurse and entrepreneur Carolina Tufolo which takes care of babies, applies earrings on newly-born girls, and mentors their mothers –, and now titled “Protection”, this work elaborated by digital advertising agency Babaorum Publicidade, affiliated to Sincronia Filmes, follows the very same line of thought of the previous ones, the Christmas film released in December 2020 (see post Baby Care Christmas Special) and the first which aired last month, “Trust”. “When the folks at the agency created the campaign”, explains producer Janaina Zambotti, who coordinated the process with the creative team, “we decided we would follow the storytelling and branded content advertising style, which are very strong in the advertising world that is not only concerned in selling its product/service, but also, and mainly, in offering something of good quality to its audience, a differentiated experience. That’s why the three films follow a chronological and narrative order, with the same characters, the baby (who later becomes a child) and the mother, always with this concern about the three essential pillars of Baby Care”, continues the producer. Janaina is referring to the base under which Babaorum created the campaign, and which are very strong in BC – the very same Trust, Protection and Care, the topics of each of the three films.
“And since we are dealing, in this second installment, with protection, we just thought ideal to release this film on Mother’s Day, a date and a figure so much associated to protection”. The film itself, by the way, that once more was directed by free-lance photographer and director Pavel Danilyuk, emphasizes this, by showing the child walking through a flowered field forming a kind of protection corridor, always with the mother by her side, who holds her, protects her, and supports her – the text, at the same time, talks about the paths we follow in life, and the protection we might eventually have along the way via those who love and care for us.
Check the result below: