Under the insight, a series of 12 short films was born and named “Humanity in Me”, telling true everyday life-changing stories through FEMININE VALUES that inhabit all of us, regardless of gender. Authentic accounts that inspires and creates value to people, thus unfolding the brand’s purpose of meeting what is really significant for its public. Stories where our real life characters would naturally evoke these values, revealing the capacity that they have of humanizing the world around them.

To promote real changes and showing that Feminine is bigger than gender, men should also be impacted, so having them as protagonists was the chosen creative tool.

The videos have been presented first-hand in an event organized in August 2016 in a short-film exhibition followed by an open public debate about the "Feminine Values" at the movie theater Caixa Belas Artes in São Paulo. The debate was an open space to discuss the new point of view on this hot topic.

A dedicated hotsite was launched in the same day hosting the stories and gathering projects and reflections about Feminine. This content hub kept being refreshed with new and relevant articles and other media formats, so the brand could share all the reflection present on its planning journey with everyone.

The videos were published in the brand's social media platforms, especially Facebook and Youtube. All content was available on brand’s channel and platforms. Instagram played an inspirational role in the strategy, bringing influencers to the discussion through their real life stories where feminine values were present.

33.6 million digital impacts with over 14.5 million views

2.430.374 completed views

Increase of 422% in the search for Molico

All brand funnel levels evolve, including:

Evolution from 66% to 76% of brand consideration

+40% of brand trial