With the concept “Feel the new in the skin”, the piece brings the rapper and his two children in a conversation about masculinity and fatherhood
Natura invited rapper and songwriter Mano Brown and his two sons, Domnica and Jorge Dias, to star in the brand’s Father’s Day campaign.
The piece reinforces the launch of the Natura Homem Neo line and aims to present different perspectives on masculinities from the point of view of the relationship between a father and his son.
The campaign, which has the concept Feel the new in the skin, deals with paternity through a dialogue, highlighting a facet that is little known by the public about the artist. In the video, Brown reflected on the man who cares for and cares about a more sensitive, empathic and ready to live the new masculinity.
The sexist culture rooted in the education and behavior of men in society, brings many constraints when we think about their relationship with self-care. Natura Homem Neo’s message is the proposal of man to reinvent himself and open himself to the new, offering men multi-benefit products that accompany the changes in their lives, said Denise Coutinho, Perfumery Director at Natura.
For the realization of the campaign, the brand worked together with Spark and the rapper’s team. The campaign was recorded at Josyas’s barbershop, in Capo Redondo, in So Paulo, which the rapper has frequented since he was a child.
With a strategic and careful look at the campaign concept, we understand that, to deliver the true message to the target audience, we need a protagonist who represents this rigidity that many see in the masculine. By removing this stereotype of Mano Brown, through a narrative full of nostalgia, feelings and learning, we reveal the sensitive and caring side he has with his children and in his role as a father, added Gisele Pansera, Head of Skuad at Spark.