Description
In a year marked by narratives about excellence, with the eyes of the world turning to football, O Boticário, a Brazilian cosmetics company, is launching a campaign around Malbec Black Legend: a new, limited-edition fragrance celebrating a new era in the long-beloved Malbec line, a legend in the perfume world itself. The blockbuster launch film, created by AlmapBBDO, features two icons of the sport – starring Kaká, with narration by Fábio Cannavaro – and embodies the campaign’s central concept: “it takes a legend to recognize a legend.”
With an epic tone, shot in black and white and set to the classic aria from Puccini’s Nessun Dorma, the film is far more than the meeting of two sports celebrities. Rather, it suggests a deeper reflection about excellence, personal journeys, and recognition. Kaká, a Malbec ambassador and the last Brazilian to be named the best player in the world – while playing in Italy – is the protagonist. He represents a legacy solidified by remarkable achievements in all areas of life. Cannavaro’s narration provides a finishing touch, serving as a form of external validation. As one of Kaká’s most notorious opponents – a formidable defender who could tackle just about anyone except him – Cannavaro reinforces the idea that true grandeur isn’t about labeling yourself as great. Rather, it’s recognized by those at the same level of excellence.
This symbolic encounter between Brazil and Italy, two traditional football superpowers with 9 world championships between them, deepens the cultural power of the campaign, lending it sophistication and an international weight. The Puglia region of Southern Italy is also the cradle of the legendary Neroamaro grape variety, which helped inspire the fragrance of Malbec Black Legend. Created by French perfumiest Pascal Gaurin, it combines the captivating accent of Neroamaro with the intensity of dark woods. The result is an after-hours signature scent which is alluring, modern, and sophisticated – befitting a legend.
“Malbec Black Legend was born to deepen attributes like modernity, legacy, and sophistication, reflecting a new stage of maturity for the brand,” says Carolina Carrasco, director of Branding and Communications for O Boticário. “The campaign translates that spirit by showing that true greatness doesn’t have to be trumpeted – it’s recognized over time, through consistency and choices that build legacies. Bringing Kaká and Cannavaro together in a film with this concept reinforces the perfume’s premium positioning, follows through on our strategy of connecting perfume, sports, and culture in an authentic way, and elevates the Malbec narrative to a new aspirational level.”
“Kaká was the last Brazilian to be named the best player in the world. A legend. Cannavaro, one of his greatest rivals on the pitch, was the last Italian to receive the same honor. Another legend. And nothing could be greater than having one legend recognize another. This is a story about respect between giants and their legacies. Malbec, Kaká, Cannavaro and Puccini have come together in this new, legendary moment for the brand,” explain Eduardo Lima and Rodrigo Adam, executive creative directors at AlmapBBDO.
The campaign’s robust communications plan, developed by the agency, will unfold in several integrated stages: it all begins with a teaser through PR and social media, announcing Kaká as the brand’s ambassador and recalling his rivalry with Cannavaro, and continues through the full campaign rollout on TV, digital, and OOH. Then the meeting of the legends will be announced in an iconic spot and will culminate in a special event, recorded on a podcast. It’ll all be carefully orchestrated to support the launch of Malbec Black Legend with continued high impact and 360-degree visibility.
With Malbec Black Legend, O Boticário reaffirms its authority in the terrain of woody fragrances and bolsters the symbolic construction of the Malbec line, connecting perfume, sports, and culture in a narrative that celebrates achievements, legacies, and recognition among the greats.
This professional campaign titled 'It takes a legend to recognize a legend.' was published in Brazil in January, 2026. It was created for the brand: O Boticário, by ad agency: AlmapBBDO. This Film medium campaign is related to the Beauty industry and contains 1 media asset. It was submitted 1 minute ago.
Credits
Agency: AlmapBBDO
Advertiser: O Boticário
Title: It takes a legend to recognize a legend.
Product: Malbec
Campaign: Malbec Black Legend
President and CEO: Filipe Bartholomeu
CCO: Pernil
VPs of Creative: Fernando Duarte and Henrique Del Lama
Executive Creative Directors: Eduardo Lima and Rodrigo Adam
Head of Content: Renan Bianco
Head of Design and Craft (Key Visual): Eric Benitez
Creatives: Alexandre Freire, Fernando Saú, Julia Malavazzi, and Tiago Embrizi
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: Tiago Tateyama, Maria Eduarda Menezes, Giovanna Schiavon, and Núbia Yoshiura
COO: Rafaela Alves
Media: Francisco Custódio, Suellen Kiss, Laura Ramos, Samara Queiroz, Vitor Lopez, and Janaina Oliveira.
Photo Production:
Art Buyer: Maria Tereza Setti
Executive Production (Key Visual Photo): DAMA
Photographer: Mariana Valverde
Styling: Fabiana Leite
Beauty: Cris Biato
Casting: SD
Executive Production (Key Visual illustration): Norte
Curators: Rafael Berndt and Marcelo Martins
Project Managers: Bruno Narvaez, Amanda Gambini, and Lucas Mahon
Illustrator: Thales Monteiro
Digital Processing: Marcio Uva
Post-Production: MMJ Studio
Print Production:
Print Producer: José Roberto
Print Production Coordinator: Rose Ribeiro
Image Retouching: Triple A
Final Art: Almap BBDO
Revision: Eliana Pavan
Digital Production:
Head of Creative Tech: Lillian Cavallini
Project Manager: Juliana Sousa
Audiovisual Production: Diego Villas Boas, Juliana Henriques, and Indaiara Pelizario.
Image Production: Stink
Director: Ian Ruschel
DP: William Etchebehere
Art Director: Martino Piccinini
Executive Director: Alonso Sperb
Executive Producers: Tico Cruz, Marcela Amstalden, and Julia Menescal
Executive Producer for Post: Lívia Piassa
Assistant to the Executive Producer: Giovanna Sales
Production Managers: Rafael Rocha and Paula Macedo
Assistant Production Managers: Amanda Grell, Melina Matuoca, and Marcella Grandi
Production Director: Reinaldo Faria Junior
PAs: Ronder William and Victor Pegolo Papel
Set Assistants: Wellington Santos, Rodrigo Dias, Carlos da Cunha, and Steffanie Bezerra
Assistant Director: Vinicius Mendes
2nd Assistand Director: Juliana Lohmann
Movement Direction and Cast Preparation: Hellen França
Research: Julha Lima and Mark Silva
Creative Assistant: Lucca Ferrão
Still Photography: Gui Bonan
Executive Production (Kaká): The Box Productions
Wardrobe (Supporting Cast): Guga Saraiva
Wardrobe Assistant (Supporting Cast): Patrícia Joaquim dos Santos
Dresser (Supporting Cast): Francine Marocco
Makeup and Hair: Wilson de Souza Junior
Makeup and Hair Assistants: Gisele Santana and Juliana Shinoda
Post-Production Coordinator: Bruno Melo
Finishing: Rafael Supliano
Editor: Lucas Moesch
Color Grading: Erick Moraes
Post-Production: Warriors VFX
VFX Executive Producer: Adriano Costa
VFX Producer: André Baltrusaitis
Conform: Bruno Ferreti
VFX Artists: Andrey Bianchini, Daniel Soci, Diogo Moura, Eduardo Gonçalves, Filipe Ferrarezi, Ralph Reinle, and Tamiris Tertuliano
Motion Graphics: Nilson Venâncio
VFX Supervisors: Daniel Soci, Filipe Ferrarezi
Warriors LAB (AI): Elton Felix Eduardo Costa
Effects: Vagner Aparecido (Martão)
Effects Assistants: William Evangelista Pechutti, Fernando Rodrigues Gomes Saldanha, and Carlos Rogério dos Santos
Product Effects: Cesar Utimura
Product Effects Assistant: José Maria Batista
Props Runner: Pedro Henrique dos Santos Silva
Assistant Art Director: Alice Fragelli Barcelos
Art Producer: Carlos Massuia Neto
Assistant Art Producer: Soraia de Matia
Art Assistants: Bruno Castanha Franco, Charles Sorocaba Basilio, Hallan Rubens Soares, and Helton Murilo Carvalho da Conceição
Cast Preparation: Elaine Schilker
Making Of: Camila Othon and Pablo da Silva
1st Assistant Camera: Eduardo Augusto Duque and Jair Silva
2nd Assistant Camera: Fernando da Motta and Jeferson da Silva Lino
Logger: João Severo Lira and Felipe Maciel Delgado
Video Assistants: Carolina Sauceda and Thais da Silva Ferro
Movi: Leonardo Silva Pereira Pinto
Lighting Board Operator: Rafael Silva Santos
Projector Operator: Rodrigo Faria Tamassia
Gaffer: Denis Magalhães Peres
Best Boy Electric: Milton Santos Júnior
2nd Electric: Rone Soares, João de Oliveira Neto, Bruno Ferreira, Jefferson Ferreira da Silva, Leonardo Alves de Melo, Marcus Vinícius Lima, Jean Lucas Gerardo, Guilherme Barreto De Oliveira, Murilo Chiarioni Taffe, and Leonardo Targino da Rocha
Electric Utility: Julia de Freitas Barbosa
Grip: Claudino Soares Pires
Best Boy Grip: Damião audiram Andrade Ferreira
2nd Grips: Paulo de Santana Oliveira, Leonardo Santos da Silva, Alex de Sá Melo, Pedro Luís Ferreira de Oliveira, and Valdomiro Santos Lima
Generator Operator: Bruno de Oliveira Miranda
Security: Domingos Ribeiro dos Santos
Catering: Flavia Gonçalves Peçanha, Angela Maria Vieira Casimiro, and Carla Sugo
Maintenance: Francisca Celiane de Morais Silva
Maintenance Assistants: Adriana Ferreira da Silva Marcelino, and Darmony Paula Miranda dos Santos
Sustainable Set: Jeniffer Lucia Gomes de Moura
Cleaning: Roseli Benjamin Braziole Trindade
Emergency Services: Dayane Silva Duarte, José Carlos Nascimento dos Santos, and Pablo Lúcio dos Santos
Transportation: Albert de Oliveira Ferreira, Rafael Ferreira de Lima, Vanderlan Salles de Oliveira, José Orestes Cerqueira Santos, Adriano Silva Pereira, Wanderson Eduardo da Silva, Marcos Gomes de Almeida, Fernando Soares da Silva, Jean Carlo Trevisan, Fernando Fabrício Barbosa da Silva, Jeovan Ronilson Dos Santos, Alexandre Aparecido Sales, Enzo Morais Silva and José Carlos Evangelista
Audio Production: QUIET CITY MUSIC + SOUND
Musical Production: Chris Jordão and Darren Solomon
Mix and Post: André Melges and Leandro Barduzzi
Executive Production and Client Services: Xanna D’aguiar and Karina Vadasz
Client Approval: Renata Gomide, Marcela De Masi, Carolina Carrasco, Eduardo Rebola, Ligia Monteiro, Alessandra de Oliveira, Agata Bresil, Mariana Fiordelice, Izabella Franceschi, Helena Souza, Heriberto Franco Neto and Vinicius Lima
