Becoming a new mother is often accompanied by significant hormonal changes and a major shift in identity, as well as a disruption of typical support structures and routines.
It’s a rollercoaster of emotions with 80 percent of new mothers experience the baby blues – a common emotional state caused by extreme hormonal changes, not to be confused with postpartum depression. Along with caring for a newborn comes stress and exhaustion, which can compound these feelings. Additionally, almost 85 percent of women report feelings of loneliness and isolation after giving birth.
To support new mothers during this phase, Protex Baby has launched “Awakening Lullabies,” a soothing soundtrack designed to help mothers feel less alone and reassure them that their feelings are normal. Developed alongside psychologist Carolina Sales, the soundtrack focuses on six central themes that new mothers may struggle with, including loneliness, breastfeeding, self-esteem, sleep deprivation, taking time off work, and guilt.
Six intimate songs were created, each accompanied by a video, to support new mothers and validate their emotions during the quiet moments with their babies. The music and videos are available digitally across YouTube and Spotify, providing mothers with words of comfort as the soothe their baby to sleep.
“The project aimed to identify the primary concerns that new mothers experience in the first few months and address them with care and empathy. Many women may not fully grasp the extent of these emotions and how common they really are.”
“By standing alongside new mothers and helping them navigate their emotions, the brand can play an essential role in breaking down barriers and providing a supportive environment. It is crucial for a brand specializing in motherhood to show its support and provide evidence that such experiences are not taboo.” said Emmanuelle Goethals, General Director for Colgate-Palmolive Operations at VMLY&R.
The soundtrack was produced by S de Samba and sung by six singers who are also mothers.
Agency: VMLY&R Brasil Propaganda Ltda
Product: Protex Baby
Title: Awakening Lullabies
Campaign Start: April 2023
CCO: Sleyman Khodor
ECD: Roberto Rogoski
Creative Direction: Denon Oliveira, Frederico Teixeira
Editor: Marcelo Felício, Felipe Choi
Dir. Art: Marcos Lee, Jean Guelre, Luiz Ramon Evangelista, Lucas Pessoa
Managing Director of Colgate Operations: Emma Goethals
Attendance: Mariana Nadler, Elisa Gabriel, Giulia Ventre, Karine Sobral, Raphaela Jesus
Planning: Aline Prates, Maysa de Paula, Mariana Dutra, Giovana Cruz, Sofia Clozel
Media: Luis Padilha, Brenda Silva, Rafaela Tavares
PR: Paula Ganem, Gabriel Grunewald, Ana Carolina Cesário, Bruno Veloso, Gabriella Leite, Isabela Brunelli
Production VMLY&R: Viviane de Castro, Arthur Dagir
Client: Adriana Anido, Nelson Malta, Katia Ambrosio, Felipe Oliveira, Luciana Abe, Karla Villamil
Image Producer: VANDALO
Film Director: Danilo Arenas and Gideon Moraes
Executive Producer: Caio Fusco
Attendance: Liciane Bortolussi
Customer Service Assistant: Anne Gregorio
Director of Photography: Danilo Arenas
Production Director: Alessandra Romualdo de Melo
Assistant Director: Isabela Cristina do Nascimento Nunes
1AC: Alice Sesoko
2AC: Lais Teixeira Santos
Camera Operator (2nd Unit): Danilo Arenas
Direct Sound Operator: Victor Penna
Production Assistant: Felipe Afonso Maresca
Counterrule: Gilberto da Silva Oliveira
Art Director: Rebeca dos Santos Ukstin
Art Assistance: Marcio Alexandre de Miranda
Costume Design: Karen Urpia Dourado Maciel
Costume Assistance: Petra de Sá Santos Macedo
Chambermaid: Maria Riqueta de Azevedo Leite
Makeup Artist: Amanda Abdo de Oliveira Stocco
Manicure: Miriam Clara da Rocha
Music video montage: Maira Tavares, Nicolas Klinke, Matheus Belga
Submission Music videos: Maíra Tavares, Marcelo Batistella
Editing and Finishing Videocase: Hugo Caserta
Color Grading: Adonias Dantas
Audio Producer: S de Samba
Musical Direction: Wilson Simoninha and Jair Oliveira
Music Production: Diego Guimarães
Composers: Jair Oliveira and Heloá Holanda
Sdfx and Mixing: Antonio Arruda and Raphael Mancini
Attendance: Meg Magro and Tati Ornelas (mother of Tiê, Martim and Ravi)
Executive Producer Sound: Meg Magro (Marina’s mother)
Coordination and Administration of Contracts: Simone Rodrigues (Heloisa’s mother)
Singers: Luiza Caspary, Bruna Caram, Jamah Jamilly, Grazi Medori, Luiza Toller and Layla Arruda.
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