STRATEGY
We understand that talking about summer in recent years involves not only higher temperatures, but real heat. This situation makes skincare a matter of health, especially in cases of sun exposure. But the heat is also an obstacle, since moisturizers can create a "sticky" feeling that discourages women from using them.
Tododia moisturizers, in addition to having a light texture and providing prebiotic nourishment for the skin, can be stored in the refrigerator, offering sensory comfort at the time of application. We needed to highlight how cool and refreshing it is and how delicious its fragrances are, in a complete line of care for the best summer hydration.
Observing women's emotional connection to the season, we realize there's a wave of prioritizing joy after periods when we've had to face so many difficulties. It's a time to let yourself be infected by the sun's energy and be surprised by whatever comes – but without getting too hot, of course! We connect with this desire to enjoy life, enjoying the company of friends and oneself, taking every opportunity to cool off and be with loved ones.
Our point of view, then, is to build an aura of celebration for the lightness of summer, making it more refreshing with Tododia.
CREATION
We constructed the visual and verbal language for the launch, exploring elements associated with summer, building an image of freshness and lightness. We used the Frost effect to give that cool sensation to the packaging, like bottles that have been in the freezer. We also explored textures in products such as soaps, body splash, lip balm, and moisturizers.
Our summer symbol is the refrigerator, which highlights the main attribute of our body moisturizer. That's why we couldn't leave it out. We created compositions that showcase the power of this icon in combination with sorbet.
For the casting, we take the products to unpretentious places and situations, where they not only become part of the scene, but also interact with it. Different perspectives are the essence of our summer. We present new angles for scenes from our daily lives.
