Avon :: Luminatta

Before being a mother, she’s a woman.

We wanted to challenge the idea of the super-hero mom that advertising and brands many times portray these women on Mother's Day: agile multitaskers who make taking care of their family’s needs before their own a priority. Our approach was to portray these mothers as women first, with talents and interests of their own, who naturally pass on their traits to their offspring.


Agency: J.Walter Thompson São Paulo

Creative Direction: Renata Leão & Danilo Janjacomo

Creatives: Nayara Lima, Paulo Felipe & Jose Oliveira

Film Production: Delicatessen / We Are Magnolias

Sound Production: Punch