"We are a family" is the message conveyed by the unity and genuine friendship, without borders, of the two children who, free of barriers, differences and prejudices, star in MEO's new Christmas campaign. And if it's true that Christmas belongs to children, who better than them to remind us that there is only one family - Humanity! At this time of year, which symbolizes family and tradition, the children invite us to celebrate diversity, showing that in every tradition, color or culture, there is room for everyone. With this initiative, the brand - which has always stood up for causes that promote a fairer and more humane society - wants to celebrate empathy and solidarity as essential pillars for social transformation.
"All human beings are born free and equal in dignity and rights. Endowed with reason and conscience, they should act towards one another in a spirit of brotherhood." This, Article 1 of the Universal Declaration of Human Rights, also served as inspiration for MEO's narrative, which aims to remind society of the importance of unity and mutual acceptance between people of different origins and cultures.
"For MEO, Christmas is a unique opportunity to raise awareness and inspire deep reflection on the values that really matter. This campaign is the result of our firm commitment to social causes," says Luíza Galindo, MEO's brand and communications director. "We really are one family, a family that embraces many others, with surnames and stories from all over the world. What the story of these two children tells us is that it doesn't matter how everyone celebrates the season. What's important is the joy, the sharing and the feeling of togetherness that brings us closer when we (re)meet.
The campaign film tells the story of a father who, at various times, is uncomfortable with the closeness between his daughter and an immigrant classmate. On the day of the school Christmas party, the children are excitedly preparing for the usual play, but there are two empty seats in the audience. The parents of the Portuguese girl can't get there in time and when they finally enter the room, the stage is being dismantled. In the living room, the two girls play in front of the loving gaze of their immigrant mother. The mother runs up to her and grabs her hand, thanking her. The father and the immigrant mother exchange looks of complicity. At the end, already at home, the father receives a message from an unknown number and, when he opens it, he sees a video of his daughter, filmed by her friend's mother, who signs the message with 'Happy Holidays'.
The multi-media campaign will be broadcast on television, radio, outdoor networks, the press, digital media and at MEO points of sale. And, because not everyone it is aimed at celebrates Christmas, but everyone wants to be touched by the spirit of fraternity and unity that this season promotes, MEO's campaign ends with a universal vote of 'Happy Holidays'.
Agency Dentsu Creative Portugal CEO: Tomás Froes CCO: Lourenço Thomaz Managing Director: Patrick Stilwell Executive Creative Director: Ivo Purvis Art Director: Orlando Gonçalves Copywriter: Cristina Amorim Head of Production: Martim Lemos Account Director: Carla Vidal Marques Account Junior: Beatriz Andrade Garage Films Executive Producer - Miguel Varela Director: João Nuno Director of Photography: Mateusz Dziekkonnski Production Manager: Cláudia Costa / Celina Morais Wardrobe - Arranca Corações Sound - Ingreme Post-production Image - Ingreme Photographer: Rui Carvalho Music Cover of the song "I'd do anything for love" by Meat Loaf, by musician Steven Gillon. Performed by Marta Rodrigues.
Media Agency OMD