Pais que criam

 

Pais que criam

2018
Film, Concept, Art Direction


Agency: REF+
Creative Director: Deny Zatariano
Art direction: Lincoln Grosso
Copywriter: Rodrigo Coletto
Photographer: Egon Jais


In movies and other pieces, we explore how the new generation of parents brings a more humane creation to their children. At home, a father plays with two twins, teaching them how to change a doll’s diaper and stimulating their careful and sensitive side. In a community, another father takes the son to the music workshop and watches proudly the development of his artistic side. A third father plays hero with his daughter so she knows she has the power to get where she wants. In raising their children, these new parents also form the next generation.


The theme is so current and relevant that during the casting we had several boys refusing to take the test when they discovered they would have to play with a doll. This fact only reinforced how much it is necessary to approach this more human creation.

The campaign was in the top 5 ads leaderboard of the month, check it out!