SAO PAULO, BRAZIL — O Boticário, a Brazilian cosmetics company voted the best brand for holiday gifting*, invites reflection on the act of caring for loved ones as a natural part of life’s journey in its new Christmas campaign. Titled “Casa de Vidro” (Glass House), the campaign presents the largest audiovisual production in the brand’s history and portrays the challenges many Brazilian families face when children assume the role of caregivers for their aging parents.
The campaign explores the emotional complexities of family dynamics. The film follows a family gathering for Christmas dinner, where two sisters share the responsibility of caring for their mother. Tensions rise as conflicts surface, and the metaphor of the “glass house” symbolizes the fragility of family bonds. A flashback to the sisters’ youth ultimately leads them to reconnect through cherished memories and affection, emphasizing the importance of family and the responsibility of caring for those who have always cared for them.
O Boticário’s holiday campaigns have always aimed to address social truths that resonate with Brazilian families. By conducting extensive research and social listening, the brand uncovers cultural tensions and challenges that it brings to life in campaigns designed to inspire engagement.
“This year, we identified the pressure and challenges when children become caregivers for their parents, and we saw an opportunity to depict this reality through our lens of love,” said Marcela de Masi, Executive Director of Branding and Communication at Grupo Boticário. “Our goal is to encourage family members to view this moment as an opportunity to redefine care as a natural part of life’s journey – a chance to practice the love we’ve received throughout our lives.”
The campaign also highlights the important role of caregivers and recognizes the challenges they face while underscoring the need to give back the love they’ve received from those who cared for the family throughout the years.
“Casa de Vidro” is the brand’s largest production to date, created by AlmapBBDO in partnership with O Boticário and produced by MyMama Entertainment. The production process involved six months of in-depth research and discussions to define the campaign’s theme and tone, ensuring it resonated with cultural tensions. The campaign’s format is a high-production short film, lasting over four minutes, designed to engage viewers through a cinematic approach and deeper emotional connections.
The soundtrack features a snippet of Alanis Morissette’s “You Learn,” a deliberate choice to connect with millennials who grew up with the song in the 1990s. This demographic is the most likely to resonate with the campaign’s theme, as many are facing the challenges of caring for their aging parents.
*Among fragrance, beauty, and cosmetics brands.
Credits:
Agency: AlmapBBDO
Advertiser: O Boticário
Title: Casa de Vidro
Product: Christmas 2024
President & CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Perni
Executive Creative Directors: Fernando Duarte and Henrique Del Lama
Creative Director: Philippe Degen
Creative Team: Beatriz Fiori, Pedro Hefs, and Yasmin Oliveira
Audiovisual Production: Diego Villas Boas, Juliana Henriques, Giuliano Springuetti
Client Service: Camilla Massari, Andressa Duo, Bruna Defelippe, Vivianne Santos, Thais Guarlotti, Júlia Vasconcelos, and José Henrique Pereira
CSO: João Gabriel Fernandes
Planning: Tiago Tateyama, Daniela Ferrari, Júlia Martins, Maria Eduarda Menezes, Giovanna Schiavon, Nubia Yoshiura, and João Calasans
CDMO: Rafaela Alves
Media: Rafaela Alves, Mariana Areia, Suellen Kiss, Steffany Ribeiro, Camila Lopes, Patrick Novais, Larissa Alves, and Leticia Cavalcante
RTV: Diego Villas Boas, Juliana Henriques, and Giuliano Springhetti
Client Approval: Renata Gomide, Marcela de Masi, Carolina Impelizieri Carrasco, Giovana Orlandeli, Ligia Monteiro, Mariana Fiordelice, Izabella Franceschi, Bibiana Padula, Mayara Salgueiro, Maryana Real and Orru, and Rafaela Lopes
Image Production Company: MyMama Entertainment
Direction: Kid Burro
Creative Assistant: Luigi Madormo
2nd Unit Director (kits): Ana Valente
Producers: André Pinho, Mayra Faour Auad, and Gabrielle Auad
Executive Producers: Pati Caldas, Mafe Cicaroni, and João da Terra
Client Service: Silvia Neri and Maribê
Junior Client Service: Rafael de Paula
Assistant Client Service: Tabata Viana
Coordination Assistants: Paulo Marco, Juci Santos, and Victoria Mazzia
1st Assistant Director: Juliana Pellegrino
2nd Assistant Directors: Beatriz Masselli Oioli and Filipe Cstejón Felix
Continuity: Ana Carolina Martins Alho
Director of Photography: Bibi Bianchini
1st Camera Assistants: Patricia Romero and Mauro Angelo Imperatrice
2nd Camera Assistant: Camila Morales Maffia
2nd Unit Director of Photography (Kits): Dariely Belke
1st Camera Assistant 2nd Unit (Kits): Elisa Manuella Ratts
2nd Camera Assistant 2nd Unit (Kits): Camila Rodrigues Yano
Video Assist: Waldemar Teixeira
Video Assist 2nd Unit (Kits): Luiz Fernando Zamin
Logger: Felipe Delgado and Vanessa Alves
Director of Photography (Convention Film): Lícia Arosteguy
1st Camera Assistants (Convention Film): Bruna Moraes de Araújo
2nd Camera Assistants (Convention Film): Beatriz Dos Reis Moura
Video Assist (Convention Film): Andressa Pimentel
Logger (Convention Film): Fezão Barbieri
MOVI Operator: Daniel Augusto Torquato de Santi
Steadycam: Mariana Porto
Gaffer: Rodolfo Alonso de Melo
1st Electrical Assistant: Michel Aparecido Sant Ana de Oliveira and Vinícius Prado Fasciolo
2nd Electrical Assistants: Wender Oliveira da Silva, Giovanni Gomes Araújo, Moacir Monteiro Filho, Denis Fabri, Igor Fernandes de Carvalho, Hudson Monteiro de lima Dantas, Daniel Rodrigues Araujo, Maurício Garbim, José Jackson Martins da Silva, Rodrigo Dias e Denis Manoel
Machinery Chief: Rodrigo Augusto de Melo
1st Machinery Assistants: Bolt, Alvaro Bispo, and Orlando
2nd Machinery Assistants: Leo Ribeiro, Ratão, Maryse Alves Silveira, Duddy, Igor Marambaia, Zina, Cristiano Tertuliano, Lucas Gurgita, Diogo da Silva Capella, Ricardo Galdino Canutti, and Fabio Bigode
Sound Technician: Samuel Braga
Sound Assistant: Emerson Rigoni
Production Director: Gisela Takara
Producer: Nicolas Vasquez
1st Production Assistants: Ana Caroline Novaes and Erlon Sousa
Art Direction: Vicente Saldanha
Art Producer: Paulo Puerta
Art Assistants: Gabriella Abreu Olivo
Props Producer: Sergio Heineck
Props Assistant: Lina Monteiro
Assistant Director: Rodrigo Silva
Special Effects: Julio Aires Sobrinho
Chef: Neka
Cast Producers: Alice Wolfenson and Neto Avena
Cast Coach: Iléa Ferraz
Cast: Ana Elisa Mattos, Stephanie Lourenço, Malu Bierrenbach, Hugo Torrens, Paulo Amaral, André Garcia, Salete Fracarolli, Erica Letang Elias, João Miguel Libarino, Júlia Turati, Laura Bicudo, and Luisa Bertoli
Costume Designer: Nina Guimarães
Costume Assistants: Isadora Binotti, Kim Helena, and Natassia Gulusian
Dressers: Cheila Roque and Girley Andrade
Makeup & Hair: Simone de Souza
Makeup & Hair Assistants: Gleice Diana, Tatiana Sanches Manfrin, Aline Pinto dos Santos, and Silvana Reis
Manicurist: Claudia Regina Correia
Post Production: Nash
VFX Supervisor: Cirilo Bonazzi
Producer: Flavia Gannam
VFX Artists: Alice Villela, Andre Neumann, Caique Veloso, Cirilo Bonazzi, Diogo Castro, Luiz Fernando Tavares Alves, Rafael Assoni, Rafael Jimenez, Renata Prado
3D Technical Director: Guilherme Casagrandi
VFX Producer: Claudio Colângello
VFX Lead: Raul Rodrigues
3D Special Effects Artists: Guilherme Bermud, Luiz Reis, Marco Antônio dos Santos, Bruno Merli
Conform: Gabriel Bittencourt
Color Grading: Clandestino
Colorists: Alexandre Cristófaro and João Paulo Geraldo
Conform: Luiza Freire
Client Service: Elciane Magda
Post Production Coordinator (MyMama): Fezão Barbieri
Editor: Carol Leone
Finalizers: Diogo Beber and Raphael Tarso
Finalization Assistant: Vitor Torres
Set Assistants: Marcelo Takara, Edson Ferreira (Rodela), Alexandre Da Rosa, João Paulo dos Santos, Pedro Takara, Marcio Garcia, Sandro de Melo Silva
Drivers: Almir de Sousa, Santos, Alexandre Penkal, Gesiel Carvalho, Joelson Falvio, Portuga, Adaias dos Santos, Barba, Esdras de Lima, William Silva, Edson Rodrigues, Aparecido Vitalino, Edilania Rodrigues, Adolfo de Gouveia, Delley, Marcos Pereira, Duda, Osmar Alonso, Marisvaldo Souza, JOB Transportes (Tarcisio), and Adelvan Barbosa
Security: Alex Sandro Tomaz Afonso, João Batista dos Santos Silva, and Eneias Leite de Almeida
Firefighters: Alexandra Silva Batista, José Carlos de Camargo, Renata Ferraz das Chagas, and Ana Carolina Guimarães
Sustainable Set: Piu
SOUND PRODUCTION: SATELITE AUDIO
Musical Direction: Roberto Coelho, Kito Siqueira, and Hurso Ambrifi
Account Management: Fernanda Costa, Renata Schincariol, Daniel Chasin, and Naren Nakamura
Music Production: Roberto Coelho, Hurso Ambrifi, Thiago Colli, Koitty, Alexandre Avicena, Pedro Pelotas, and Aloizio Lows
Finalization: Carla Cornea, Vithor Moraes, Arthur Dossa, Esteban Romero, and Andre Giannini
Production Coordination: Camila Guedes, Letícia Oliveira, Bea Vieira, and Mariana Tardelli
*Source: Kantar, Worldpanel Division, LinkQ Online, fieldwork conducted during December 2023. Total in Brazil: 9,079 households. Beauty brands include fragrance, skincare, and makeup products.
**Source: Associação Brasileira de Franchising (ABF). Ranking of the 50 largest franchise networks in Brazil by number of units in 2022.
