Alternative title: O Álbum Nunca Fotografado
Client: Reckitt Benckiser
Product: Dermodex
Agency: BETC São Paulo
CCO: Erh Ray
ECD: Rodolfo Barreto
Creative Director: Daniel Schiavon
Creative Team: Rodolfo Barreto, Daniel Schiavon, Americo Vizer, Chico Lucas, Fillipe Abreu, Pedro Rosas, José Pedro Bortolini, Michel Morem, Gabriel Marcondes and Savio Hatherly
Brand & Business: Daniela Keller e Luana Gregorio
Communication / PR: Camila Nakagawa
Strategy: Utymo Oliveira
Channels: Carlinha Gagliardi, Felippe Sobrinho e Artur Martins
Production: Mariane Goebel, Ana Lucia Marques e Tiago Hasegawa
Graphic Production: Gilmar Mendes, Renata Germani, Juliana Arantes, Carlos Valeriano e Plínio Junior
Production Company: Trator Filmes
Director: Claudio Cinelli
Audio Production: Jamute
Client Approval: Alan Kirszenwurcel, Fernanda Inoguti e Márcio Aguiar
Illustration: Estúdio Ícone
Printing: Gráfica P+E
Published: May 2018
Synopsis:
Late adoption in Brazil is still a rare gesture, which runs up against various myths and prejudices. Today, 92% of children who are waiting for adoption are over 7 years old. However, of the 37,000 parents who want to adopt, only 9% welcome children of that age or older, according to data from the National Justice Council.
To raise awareness to this cause, Dermodex brand, a specialist in rashes, and the advertising agency BETC São Paulo, announce this Friday, on the Brazilian National Adoption Day (May 25th), an experiment carried out with three Brazilian families, which allowed late-adoption parents to see themselves, for the first time, with their children in special moments since their birth day.
Part of a small part of the population, three couples - Ester and Moacir, Cacalo and Zé Antônio, and Malu and Joachim - were surprisingly honored with The UnPhotographed Album (“O Álbum Nunca Fotografado” in Portuguese): illustrations that unite parents and their adopted children, even before they had met, in special moments. "Eternizing moments of life is an experience that everyone deserves to have, including late-adoption parents, who could not keep up with the early years of their children. Even though they have not lived certain situations, in the imaginary of these families, those moments have always existed”, says Erh Ray, BETC São Paulo CEO, highlighting the purpose of the activation.
Through an album of memories, these parents had the opportunity to see themselves next to their children, since each of their child’s birth day. After months of detailed research, studying the past of those families before the adoption, BETC São Paulo found out which moments and stories the parents and their children would like to have lived together. From this, in partnership with Studio Ícone, they created customized albums full of realistic illustrations, bringing unforgettable images of those families, from moments that would have happened before they met: diaper changing, birthday parties, weddings, garden games, among many other situations.
"If I could choose a moment, I would like them to be my little bridesmaids, so they would enter the church hall with me on my wedding day. They would be two little ones!". comments Ester, who, along with Moacir, adopted Sabrina at age 7 and then Ketelyn at age 11, and had one of the illustrations materializing this desired moment. The activation also brings the love at first sight of Cacalo and Zé Antônio with Matheus, who was born with a serious vision problem that did not stop him from reaching a new home at age 7. "This translates all my thoughts of all those years. Everything I thought I could have lived with him" says Cacalo on the film. "All the time we did not have is here, on this album" says Malu, next to her husband Joachim. The couple adopted the three biological sisters Gabriela, Rafaela and Emily, who were 6, 4 and 3 years old, respectively, at that time.
With the message "They were already a family. They just hadn’t met yet", the film can be seen in Dermodex's social networks, and it also invites people to form new families inspired by those stories.