On this Father’s Day, Riachuelo, one of the largest Brazilian fashion retailers, presents the “Pai Presença” concept with a campaign starring Marcos Mion. In addition to reinforcing the narrative that the brand suits all types of parents, the campaign brings the meaning of a present father with practical tips on how presence can be the key to a good relationship with children and family, always showing that there is not just one way to be a father, but different challenges for active fatherhood.
“Father’s Day is one of the most important dates for retail and for Riachuelo and we brought Marcos Mion to celebrate it with us, who is always talking about family and fatherhood. He represents the spirit of the present father, and that’s why he was chosen to be our Father’s Day ambassador. In a light and cheerful way, we show how parents can be more present in their children’s lives and share the protagonism of upbringing with the mother. We talk about an important subject without losing the humor and empathy, strong characteristics of Mion”, says Elio Silva, executive director of Channels and Marketing at Riachuelo.
With national placement, the campaign features a special merchan during the program Caldeirão com Mion, on TV Globo. On the digital side, a diverse team of influencers reinforces the dialogue through the hashtag #paipresença, bringing conversations about how to be increasingly participatory in the lives of their children. Among them Pablo Beck Puhle and daughter Verônica, Rogerio Capela alongside her husband Gustavo França and daughter Alice, Tadeu França and sons Augusto and Hugo and Ton Kohler alongside Pedro and Mariana.
On Instagram, Riachuelo innovates and launches @paipresenca, in addition to feeding content on the proprietary profile. The new profile starts airing on the 25th and according to the brand’s channel and marketing director, it has a purpose beyond entertainment. “We seek to stimulate ties, contribute something to people’s lives, generate value for such an important subject. Our followers will be able to interact with content, honor their own father and even send moments of this relationship to be shown in our feed, in addition to other news”, he adds.
For TikTok, the brand prepared a trend known in the app, such as “Questions for my dad”, in addition to bringing Mion to show Riachuelo looks tips for different moments and situations of a father presence.
“Family is the most important thing in my life and being a father is my greatest legacy. Those who accompany me know how present I am in my children’s lives. This is not kindness or something to be applauded, it’s exercising a mission given to us by bringing children into the world! It is an honor! No parent is perfect and there is not just one way to be a parent, there are several, each in their own way. The important thing is to be there, whole and intense, in the different moments of our children’s lives. And Riachuelo brought this very important and necessary idea to this beautiful campaign, named Pai Presença”, says Marcos Mion.