Mother's Day Seeding

On Mother's Day, influencers' feeds fill up with similar boxes. The brand wanted a send-out that would be remembered and shared willingly, tied to the Ser Mãe (Being a Mother) campaign of the winter collection.

The dark green box carries Luiza Barcelos' gold signature. Inside, the lid reads "ser mãe" in gold over a pattern of cut-out words.

The shoe shares space with a smaller box holding a jigsaw puzzle made from a photo of each influencer's family, and with cards featuring the campaign images.

The unboxing order was designed as a script: lid, shoe, puzzle and cards. The unboxing video follows the same sequence.

The kit became organic content: stories with the box, the puzzle put together with family and the shoe in the spotlight.