The Journey

  • Rod Veludo
  • Cezar Coscelli
Client: Natura (N°1 cosmetics brand in Brazil)
Agency: Tribal Brazil
Natura is seen as a women’s brand and for the first time in their history, they were about to launch a campaign focused only on men.

To release a new perfume fragrance for men they wanted to celebrate what to be a man means, their lives and their stories. Traditional media wasn’t working for them, they felt was too chauvinistic. So they came to us to create a digital campaign that could tell a story and more important interact with the public in a meaningful and inspiring way.

We decided to celebrate each man's unique journey, with the insight that each person has a different journey made by their life’s choices. Using as a reference the trend on social media of objects arranged neatly, we started with a film where Daniel, Marcelo and Alan share their stories while at the same time an artist creates a beautiful artistic canvas representing the choices that made who they are.

In the end, we invited the public to design their own journeys on the campaign website, by some simple and quick questions they were able to create their unique artistic canvas.
The public response was so good that Natura appointed SalveTribal as their only service digital provider, becoming the biggest and most important client of the agency.


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