Nestlé Molico Campaign
In January 2016, we gathered around the table everyone who is responsible for Molico today.
From within Nestlé, we brought in the team that leads the brand both in Brazil and globally.
From the agencies, we gathered planners and creatives from both Publicis, the leading agency, and LiveAd, the digital agency.
To complement them, we also invited a few professionals who are passionate about real women.
For 5 days, we worked inspired by the research of the anthropologist Mirian Goldenberg and by a study conducted and presented in by Camila Holpert, from Studio of Ideas.
Around the table we created a new positioning for Molico: one that embraces such a sensitive and complex issue (#thevalueoffeminine), that its execution seemed impossible.
That is why, on day 3 of the Mesa, we invited new allies: Pedrinho Fonseca, Fabio Seixas, Rafael Vettori, Max Nolan Shen, Ernesto Abud and Wolfgang Menke all agreed to record testimonies about their trajectories and experiences guided by human values present in all of us, but which in recent years have been treated as enemies of the public sphere.
Reduced to the private life sphere, where also it was the place of the woman, they ended up being part of the feminine archetype.
Launched in August 2016, the series of short documentaries Humanidade [Em Mim], by Coletivo Asas, is the development of the prototypes we did at Mesa and the kickoff of the campaign #ovalordofeminino.
Create and prototype Molico 2016 communication campaign: a campaign that puts a spotlight on the power of The Feminine to push the human race forward.