In favor of diversity and visibility for people from the LGBTQIA+ community, Natura&Co group’s brands (Avon, Natura, and The Body Shop) created the movement “MoreThanYouSee”. Its launch happened during the airing of the first virtual LGBTQIA+ Pride Parade in Sao Paulo, in the same date that the actual event, one of the biggest and most famous in the world, would normally take place.
Ad agency Africa is responsible for the communication in partnership with the Natura’s LGBTQIA+ collaborators collective, a group known as “Natura in Colors”. The film that is currently being aired in Argentina, Brazil, Chile, Colombia, Equator, Mexico and Peru is narrated by the singer Liniker, a Brazilian artist who is black and transgender, and she is present next to people with varied profiles and ages, everyone LGBTQIA+, singing a manifesto about the plurality of voices that make the acronym.
“I am much more than LGBTQIA+. I am also everything you applaud in others. I am a nurse, I am an artist, I am a historian, I am an activist, I am the couple that wants to adopt, I am the father, I am the mother, I am the child, I am more. I am from the movement that started with just three letters and opened up to so much more”, says the singer.
Besides the manifesto, the campaign counts on a series of contents for social media such as testimonials of the film’s participants, as well as ways of support and awareness content.
“We are a beauty group that does actions of awareness throughout the year to drive work opportunities, inclusion and visibility for the LGBTQIA+ people. The month of June, however, is an important time for us to reinforce our beliefs and together raise the flag of love and diversity”, says Carlos Pitchu, Natura&Co’s Media, Content and Communications vice-president.
“We live in odd times with plenty of very conflicting opinions. In such moments, it’s important to remember the strength of inclusion and love”, says Sophie Schonburg, Executive Creative Director at Africa. “Things simply cannot go on as they are and the manifesto is important to remember the richness there is in plurality and different forms of being”, she adds.
I am much more than you see.
I am much more than LGBTQIA+.
I am also the one you do not want to see. I am black, I am fat, I am from the slums, I am the one that you cross the road when you see.But I am even more than this.I am also everything you applaud in others.
I am a nurse, I am an artist, I am a historian, I am an activist, I am the couple that wants to adopt, I am the father, I am the mother, I am the child, I am more.
I am from the movement that started with just three letters and opened up to so much more.
A movement that will not stop growing, that cannot stop including. Because there is a whole alphabet still to fit in.
And each letter is part of the whole.
Title: More than you see
Advertiser: Natura / Avon / The Body Shop
CCO: Sergio Gordilho
Creative team: Sophie Schonburg / Phil Daijo / Carolina Velloso / Amanda Sousa / Joao Pedro Ferreira
Content and Art: Luis Felix
Content: Fernanda Grams / Thais Vargas / Julia Alcassa
Client Services: Veronica Gordilho Araujo / Livia Marquezi / Vitoria Medauar / Barbara Gamberini
Planning: Gisele Sakamoto / Gustavo Dornelles / Barbara Rolim / Isabela Euzebio
Media: Rodrigo Famelli / Luciana Prado / Juliana Mol / Lais Folsta / Matheus Rocha / Maria Fernanda Nuncio / Nathaly Rebechi / Renata Pi
Marketing Science: Elen Pose / Maria Thereza Faria / Maria Vitoria Almeida / Jhonathan Rodrigues / Manoela Neves
Agency Producers: Rodrigo Ferrari / Tais Olhiara / Eduardo Machado
Production Company: Moonheist
Director: Steve Bruno
Executive Producers: Henrique Carvalhaes / William Kim
Production coordinator: Henrique Carvalhaes
DOP: Lucas Rene
Film Art Direction: Josephine Cho / Karla Brights
Direction Assistant: Victoria Alves
Production Director: Caio Barion
Production Coordinator: Henrique Carvalhaes
Editing: Dan Abraham
Post-production: BTFLY COLETIVO
Color correction: Acauan Pastore
Sound Design: LOUD
Musical Director: Gustavo Garbato
Musical Production: LOUD Team
Approved by/client Natura: Andrea Alvares / Maria Paula Fonseca / Fernanda Rol / Carlos Pitchu / Ana Carolina Soutello / Renato Winnig / Julia Ceschin / Leticia Passini / Natalia Picolomini / Eduardo Altafim
Approved by/client Avon: Danielle Bibas / Lucas Fajardo / Miguel Marsicano
Approved by/client The Body Shop: Paula Andrade / Karina Meyer / Debora Gentil