Marathons, swimming, weightlifting, soccer – these are some of the sports that, figuratively or not, are part of moms' daily lives. In honor of "the most inspiring athletes in the world", Vivo launched a campaign created by VML Brazil that reinforces its sponsorship of the Brazilian Olympic Committee.
Honoring the most inspiring athletes on Mother's Day
Sponsor of the Brazilian Olympic Committee, Vivo honors mothers at different stages of caring for their children
Client
- Vivo
Bureau
- Brazil
Paying tribute to “the most inspiring athletes in the world."
Marathons of affection, lifting twins or jumping with jokes. Our campaign pays tribute to those women who see themselves practicing different sports every day out of love.
Marina Daineze
Brand and Communications Director, Vivo
In an Olympic year, how could we bring to life something so emotional, real and connected and use sports as a way to communicate it?
The campaign film is inspired by some modalities that figuratively or not, are part of every mother's daily life.
Created by VML, the initiative continues the brand's project to support the Brazilian Team at the 2024 Olympics. The film, directed by Ariela Dorf, features a delicate, maternal look and brings together images of real mothers and children at different stages, from kicks when the baby is still in the womb, to the marathon-like nights with a child on their lap getting them to sleep.
The campaign execution went from ideation to live in just 36 hours, showcasing the power of a great idea and collaborative client partnerships.
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