INCREÍBLE COMO MI MAMÁ

Client
Estée Lauder

Project
Campaign

My role
Art Direction, Visual Id.

Agency: Mestiça
Creative Director: Luiz Parpulov
Art Director: Cyntia Naomi
Copywriting: Martim Batista
Planning: Patrícia Marco
Motion: João Manfrinato
Producer: Andressa Zeni
Video Production: Sweet Filmes

The Increíble como mi mamá campaign by Estée Lauder paid tribute to the unique bond between mothers and children, turning Mother's Day into a moment of beauty, tradition, and shared experiences. Running across Latin America, the campaign took over stores with vibrant visuals and limited-edition product sets, reinforcing the brand’s legacy of elegance and self-care while driving sales during one of the most important retail moments of the year.

Mother's Day is the second most important retail occasion in Latin America, offering a unique opportunity for brands to build emotional connections and boost conversions.

The challenge was to craft a campaign that resonated with the region's deeply sentimental view of the date while working with pre-developed global assets. Our strategy focused on the bond between mothers and children, highlighting the way beauty and self-care are passed down through generations.

To bring this to life visually, we assigned each packaging color a meaningful adjective representing motherhood - radiant, passionate, brave, caring, and lovable.

These shades became the visual identity of the campaign, paired with a tie-dye pattern, creating a striking point-of-sale presence that was both engaging and aligned with the brand's sophisticated aesthetics.

YOx1000

KITKAT & WICKED