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.

Our country is represented by a woman: president Dilma. But this representation does not reflect the everyday life. Female freedom exists on paper, but our society is still sexist. So even though freedom restrictions does not exist, mothers feel society's pressure for them to be good in everything.

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.

Although we sell an image of a more democratic and modern society, women still feel obliged to be everything at the same time. She has to work but also be a housewife. She has to help her husband but also keep her individuality. In the meanwhile she always thinks she can be a better mother. Am I working too hard and staying less at home? Should I let kids do anything or should I put some limits? Our campaign has shown that there is no right or wrong way to be a mother, as long as it is we love. We love the way you love is a way of telling mums that what they are doing is just fine. They are capable of doing the most extraordinary things for love, but we rarely take our time to thank them. And people did.

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.