Protex - "Awakening Lullabies"

VML Brazil

VML Brazil São Paulo, Brazil

Awards

5638

This ad is part of the ACT Responsible Collection

Brand: Protex
Country: Brazil

Advertiser: Colgate-Palmolive Company

Title	Awakening Lullabies
Agency	VML Brazil
Campaign	Awakening Lullabies
Advertiser	Colgate-Palmolive Company
Brand	Protex
Posted	September 2023
Business Sector	Soaps
Philosophy	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.
Media Type	Case Study
Length	89 seconds
Chief Creative Officer	Sleyman Khodor
Executive Creative Director	Roberto Rogoski
Creative Director	Denon Oliveira
Creative Director	Frederico Teixeira
Editor	Marcelo Felício
Editor	Felipe Choi
Art Director	Marcos Lee
Art Director	Jean Guelre
Art Director	Luiz Ramon Evangelista
Art Director	Lucas Pessoa
Advertising Manager	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
Agency Producer	Viviane de Castro
Agency Producer	Arthur Dagir
Client Supervisor	Adriana Anido
Client Team	Nelson Malta
Client Team	Katia Ambrosio
Client Team	Felipe Oliveira
Client Team	Luciana Abe
Client Team	Karla Villamil
Production Company	Vandalo
Director	Gideon Moraes
Executive Producer	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
Music Composer	Heloá Holanda
Mixer	Antonio Arruda
Executive Music Producer	Meg Magro