Description
Brazilian perfume brand O Boticário presents “Departures”, a Mother’s Day campaign exploring a universal truth, one that surges on social media on the eve of the date: the “empty nest.” According to social listening data, 64% of conversations about the topic contain elements of sadness and loneliness. As a counterpoint, the campaign film uses the metaphor of a journey by train to show that, while a mother says goodbye to the same child countless times at different stages of life, each also brings a new beginning.
“Mother’s Day is one of our most hotly awaited campaigns of the year, because it’s part of our culture to step into the conversation in a truly authentic way,” says Carolina Carrasco, the director of branding and communications for the Boticário Group. “And, as the favorite brand to give as a gift,* we saw that our role was to go beyond the business itself – to keep on sparking conversations and identification. This year, we chose a universal topic charged with cultural truths: motherhood as a series of new beginnings. We believe that being a mother means mastering the art of saying goodbye at each stage of growth – from your arms to their first steps, the outgrown clothes, the nest that opens up to the world. Through our campaign, we sought to legitimate the emotions that are part of every mother’s journey, showing that motherhood is an eternal departure we call growth.”
The campaign film, which was born of the insight and concept developed by AlmapBBDO, uses a train a metaphor for time and the transformations that motherhood brings. The story follows Karina and her son João, who begins the story as a baby. As she boards and gets him settled in his seat, the mother experiences her first departure: as the train pulls away, she sees her baby falling asleep on his own, not needing her embrace any longer. Karina walks through the train cars of her own story, living through different stages of mothering and recalling other departures: when João learns how to say “sneaker” correctly; when he gets too big to be picked up; as a teenager, the first New Year’s Eve he spends with his friends and girlfriend; then through adulthood and the last great departure, when he leaves home to make a life for himself.
Set to a special recording of “The Blower’s Daughter,” by Damien Rice, the content portrays a symbolic encounter between mother and child at different stages in their lives. “Motherhood is also about learning to let go, and that’s not something that usually comes up in conversations about Mother’s Day,” says Camilla Massari, Chief Impact Officer and VP of Client Services and Business at AlmapBBDO. “That’s why, when we decided to look at the ‘empty nest,’ our idea was to help recognize a reality that’s often silent, but is a powerful presence in the relationship between mothers and their children. By making room for these small goodbyes, which are filled with love, pride, and transformation, we can forge an even more genuine, relevant connection with the people living through those changes every day.”
Beyond the audiovisual content, the campaign will unfold in a 360o strategy designed to broaden the conversation around goodbyes and departures. O Boticário has invited a variety of voices in the entertainment and digital influence sphere to reflect on the stages of motherhood, both online and offline.
On social media, TV presenter Fernanda Lima reacts to the film “Departures” and shares her own goodbyes and new beginnings, revisiting her experience with her children and inviting the audience to reflect on their own lives and share their stories. The brand is also present on YouTube, bringing on a squad of movie and TV commentator influencers to analyze the cinematography, soundtrack, and script of “Departures” along with their mothers, exchanging perspectives and deepening the intergenerational dialogue. Meanwhile, actress Mônica Martelli brings a dash of humor to recounting true stories shared by the public, lending visibility to fresh points of view on this stage of life.
“The choice of these figures stems from their genuine connection to departures. They’ve publicly and openly shared the challenges of the female experience, including motherhood, and by bringing out their stories, we’re able to lend even more visibility to an authentic, universal experience,” concludes Carrasco.
This professional campaign titled 'Departures' was published in Brazil in April, 2026. It was created for the brand: O Boticário, by ad agency: AlmapBBDO. This Film and Integrated media campaign is related to the Personal Accessories industry and contains 1 media asset. It was submitted 14 minutes ago.
Credits
Agency: AlmapBBDO
Advertiser: O Boticário
Title: Departures
Product: Institutional
Campaign: Mother’s Day 2026
President and CEO: Filipe Bartholomeu
CCO: Pernil
VPs of Creative: Fernando Duarte and Henrique Del Lama
Creatives: Júlia Malavazzi, Rafael Reis, Tiago Embrizi, and Victor Laars
Head of Innovation: Sérgio Mugnaini
Head of OOH: Fabiana Carmel
Head of Content: Renan Bianco
Creative Director (Key Visual): Marcus Sulzbacher
Director of Operations (Key Visual): Caroline Rua
Designer (Key Visual): Fabio Girardi
Project Manager (Key Visual): Monyque Klautau
COO: Rafaela Alves
Chief Impact Officer and VP of Client Services and Business: Camilla Massari
Client Services: Andressa Duo, Guilherme Lopes, Isabella Oliveira, Isabella Barreto, and Gabrielly Muniz
CSO: João Gabriel Fernandes
Strategy: Daniela Ferrari, Felipe Fonseca, Julia Martins, and Beatriz dos Santos.
Media: Francisco Custódio, Suellen Kiss, Nathalia Aguiar, Ana Carolina da Silva, Pedro Henrique, Sofia Duarte, Maria Carmosini, and Ana Beatriz Aguiar
Photo Production (Key Visual)
Art Buyers: Tereza Setti and Ana Cecília da Costa
Executive Producer: Stella Sette - The Box
Photographer: Hick Duarte
Styling: Adelmo Firmino
Makeup and Beauty: Cris Biato
Set Designer: Greta Cuneo
Florist: Natasha Ostinowsky
Casting: Babi
Pack Shot Photographer: Ricardo Barcellos
Pack Shot Executive Producer: Thaís Sanches
Pack Shot Retouching: Fujoka
Print Producer: José Roberto
Print Production Coordinator: Rose Ribeiro
Image Treatment/Final Art: Triple A
Revision: Eliana Pavan
Digital Production:
Head of Creative Tech: Lillian Cavallini
Project Manager: Juliana Sousa
AV Production: Diego Villas Boas, Juliana Henriques, and Indaiara Pelizario
Production: MyMama Entertainment
Director: Kid Burro
Creative Assistant: Luigi Madormo
Director of Photography: Bibi Bianchini
Art Director: Luana Demange
Editor (Hero): Caroline Leone
Editor (Digital): Gui Yuki
Producers: André Pinho, Mayra Faour Auad, and Gabrielle Auad
Executive Producer: Nathalie Gautier
Client Services: Rafael de Paula
Assistant Coordinators: Paulo Marco and Gabriel Eusttaquio
1st Assistant Director: Juliana Pellegrino
2nd Assistant Directors: Eloisa Mendes and Artur Miller
1st Assistant Camera: Rodrigo Gonçalo
2nd Assistant Camera: Adriano Araujo
Video Assist Operator: Carlos Puchivailo
Logger: Endy Albuquerque
Steadicam Operator: Vinicius Corso
Gaffer: Ricardo Pirolla
Best Boys Electric: Leonardo Cichon and Vinicius Fasciolo
Set Electrician: Carlos Henrique dos Santos
Electric Assistants: Matheus Henrique Oliveira, Ruhan Cesar de Sousa, Pedro Henrique Wiechetek, Matheus do Santos, and Luan Weiber
Key Grip: Flavio Romão
Best Boy Grip: Kaue Kruger
Grips: Harrison Fernandes and Cleverson Gomes
Grip Assistants: Rodrigo Machado, Marlon Cascaes, Ludson Matsuda, Viviano Parteka, and Cesar Elias Moreira
Location Sound: Elenton Zanoni and Heitor Lobo
Director of Photography (2nd Unit): Danilo Arenas
1st Assistant Camera (2nd Unit): Adriano Araujo
2nd Assistant Camera (2nd Unit): Leticia Zarpelon
Video Assist Operator (2nd Unit): Maria Scroccaro
Production Director: Nani Matias
Assistant Production Managers: Kayane Cabral and Adri Lyra
Production Coordinator: Kayelle Cabral
Art Assistants: Helena Ganzert and Eduardo Monteiro
Art Producer: Felipe Dias da Cruz
Assistant Art Producer: Toto Stellfeld
Props Stylist: Gislaine Leal
Assistant Prop Stylist: Larissa Roche
Set Dressers: Rodrigo Bernardi and Rodrigues dos Santos
Cast Producers: Gui Koch (Call me Cast BR), Alice Wolfenson, and Neto Avena
Assistant Cast Producers: Matheus Pereira de Souza and Jheison Justus
Acting Coach: Valdineia Soriano
Cast (Adult): Cassia Dias, Juan Queiroz, Du Maliki, and Bruna Salles
Cast (Children): Pedro Vicente, Rael O. Vidal Mina, Ravi Gomes, and Kaique Monteiro
Wardrobe Stylist: Ana Cardoso
Hair and Makeup: Mima Mizukami
Location Producer: Daniane de Almeida
Assistant Location Producers: Bruna Rodrigues and Enzo Gorski
Wardrobe Assistants: Taciane Biehl, Felipe Mildemberg, and Tanamara Ikalixen
Dressers: Eloa Xavier and Jaqueline Rodrigues
Makeup & Hair Assistants: Elisani de Souza, Dayune Coqueiro, and Amanda Andrade
Post-Production: Nash VFX
Post-Production Coordinator (Mymama Entertainment): Raphael Tarso
Finisher: Diogo Beber
Finishing Assistant: Vitor Torres
Colorist: Clandestino
Executive Coordinator of Communications, Brand, and Operations: Yasmin Porto
Social Media and Design: Edu Reis
Design Assistant: Juliana Garcia
Making Of: Murilo Ruocco
Set Manager: Enzo Marlos Balbinot
Set PAs: Carlos Roberto Bonin, Mateus Souza, and Roni Matias
Art PAs: Chico Passos, Joel Paes, Elton Mendes, Douglas Chamber, Julia Crozera, Marcelo Eduardo Araujo, Enzo R. Abrahão, Artur Rodrigues, Carlos Sawamu, and Diego Zamprogna
Drivers: Mario Fernando Ferreira de Mello, Carlos Alberto Dias, Diego Taffarel Martins de Oliveira, Althair de Lima Ribeiro, Roosevelt Davi Haidinger, Edson J.J. Taborda, Ismael Neier, Clovis Claudino de Holanda, Antonio Carlos Miranda, and José Brandão da Silva Filho
Audio Production: Satelite Audio
Musical Directors: Roberto Coelho and Hurso Ambrifi
Client Services: Fernanda Costa, Renata Schincariol, Daniel Chasin, and Karen Nakamura
Musical Production: Roberto Coelho, Hurso Ambrifi, Daniel Iasbeck, Bruno Zibordi, Koitty,
Alexandre Avicena, and Luna França
Finishing: Vithor Moraes, Arthur Dossa, André Giannini, and Esteban Romero
Production Coordinators: Camila Guedes, Letícia Oliveira, and Bea Vieira
Client Approval: Renata Gomide, Marcela De Masi, Carolina Carrasco, Mariana Tozzini, Ligia Monteiro, Mariana Fiordelice, Letícia Azevedo, Izabella Franceschi, and Rafaela Lopes.
