Comfort has been in Brazil for 40 years and during this time their communication has only involved their product and its benefits. Therefore, they never created a real emotional bond with their customers, which are mostly mothers. To create this bond, we relieved the guilt mothers feel while raising their children by telling them that there is no right or wrong way to be a mother, as long as it is with love. And we did that with a powerful movie about real stories of motherhood where kids told their mothers that they love the way their mum loves. In the end, we invited everyone to share their mother's love.

The strategy was to use sons and daughters. If they are the cause of this silly guiltiness mothers feel, they are the ones who have to change it. No one better then them to relieve this feeling and admit that the love of mothers is perfect, even with its imperfections. Comfort wanted to enhance real motherhood, not the world of fantasy we see on TV. That's why this movie brought true stories, ones that we can see everyday in our own family, with our neighbors or with friends.

The result was not just simple comments. People actually opened their hearts. In 3 months, there were more than 200.000 stories shared. But most important, we solved the brand’s biggest problem. We transformed a functional and cold relationship with customers into to a genuine and familiar one. We told mothers that their love is perfect and that there's no place for judgment. Mums understood that they could keep doing everything with love, no matter what, that kids will understand some day. And they will thank them.