Huggies Meeting Murilo
Kimberly-Clark in Brazil is running “Meeting Murilo”, a Mother’s Day advertising campaign presenting a new vision of the maternal bond and the new line of Huggies First 100 Days. The campaign is centered on Tatiana Guerra, a visually-impaired mother who touches her son for the first time, during an ultrasound scan. The baby’s face is reproduced with the help of a 3D printer, allowing the mother to feel and embrace her unborn child. Tatiana at age 17 was diagnosed with optic neuritis, an inflammation of the optic nerve, which caused vision loss. Now 30 years old and five months pregnant with her second child, she’s meeting Murilo. In addition to the film presenting Tatiana’s story, the campaign introduces videos of other visually-impaired mothers who were able to feel and hug their babies. The campaign has four commercials: Meeting Murilo (Mom Tatiana), Meeting Lorena (Mom Márcia), Meeting Wendell (Mom Renata) and Meeting Isabela (Mom Rosângela), and a version with Portuguese audio description for people with visual impairment.
The Huggies Meeting Murilo campaign was developed at Mood, Sao Paulo, by creative VP Valdir Bianchi, creative directors Bruno Brasileiro, Felipe Munhoz, and Rafael Gonzaga, creative team André Felix, Bruno Brasileiro, Felipe Munhoz, Rafael Gonzaga, and Ricardo “Brad” Correia, head of digital André Felix, graphic production team Julio Coralli and Dayane Souza, art buyers Rita Teofilo and Thiago Campos, project manager Rafael Coelho, digital media team Mariana Costa and Sabrina Titto, planning team Daniel Rios and Rafael Martins, account team Fabio Meneghati and Andrei Sanches working with Huggies marketing team Lizandra Bertoncini, Maria Eugênia Duca, Priya Patel, and Simone Simões.
3D production was done at The Goodfellas, with finishing by Byanca Melo.
Music is from Lua Nova, composed by Fred Benuce.
PR was handled at Edelman Significa and Giusti Comunicação.