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From Brazil With Love

In celebration of Mother’s Day, DDB and Johnson & Johnson Brazil, launched an amazingly innovative project called ‘The Welcome Symphony’ (Sinfonia da Vida). Jarbas Agnelli directed the filming of the enterprise and its fascinating development.

1. Johnson & Johnson, The Welcome Symphony

Advertising Agency: DDB, Sao Paulo, Brazil

2. Johnson & Johnson, Creating The Welcome Symphony Logo

3. Dove Real Beauty Sketches

Advertising Agency: Ogilvy & Mather, Sao Paulo, Brazil

The powerful human insight that resonates with viewers is that in truth, women are their own worst critics. Global research revealed that only 4% of the women in the study regard themselves as being beautiful.

The aim of the commercial was to convince women that they are more beautiful than they think. It was filmed in a captivating documentary style and directed with much pathos and sensitivity by John X Carey.

The message motivated emotive responses that were far-reaching. 15 million people downloaded the commercial within a week and it was shared in 660,600 posts on Facebook during the first ten days. At the end of three months it had been viewed on YouTube 163 million times.

The campaign went on to win a Titanium Grand Prix the following year at the Cannes Lions International Festival of Creativity.