O Boticário's emotional journey

In collaboration with AlmapBBDO, Brazilian perfume brand O Boticário has unveiled this touching Mother’s Day campaign, titled Departures, exploring mothers' contrasting emotions around their children growing up. 

Sensitively directed by Kid Burro through MyMama Entertainment, the beautifully produced film follows a mum and her son, who begins the story as a baby, and uses a train as a metaphor for time and the transformations that motherhood brings. 

As she boards and gets him settled in his seat, the mother experiences her first departure: as the train pulls away, she sees her baby falling asleep on his own, not needing her embrace any longer. From his first steps to leaving home, the story takes us through significant moments in which must let go of different versions of her son. 

“Motherhood is also about learning to let go, and that’s not something that usually comes up in conversations about Mother’s Day,” says Camilla Massari, Chief Impact Officer and VP of Client Services and Business at AlmapBBDO. 

“That’s why, when we decided to look at the ‘empty nest,’ our idea was to help recognise a reality that’s often silent, but is a powerful presence in the relationship between mothers and their children. By making room for these small goodbyes, which are filled with love, pride, and transformation, we can forge an even more genuine, relevant connection with the people living through those changes every day.”