Reflexos - eQlibri | Clapboard Ad Archive

eQlibri’s 2018 film campaign Reflexos, conceived by BETC for the Brazilian market, firmly plants the confectionery and snacks brand in the heart of a cultural conversation about women’s self-perception and freedom by rejecting product-centered storytelling and instead elevating the lived realities and inner dialogues of its audience. What makes Reflexos distinctive is its willingness to leverage literal and metaphorical reflections, focusing not on what women see in the mirror but on the complexities and depths that traditional advertising often overlooks, foregrounding themes of identity, empowerment, and liberation under the rallying cry of the hashtag SomosTodasLivres. The narrative is delivered with a restraint that is itself subversive for the sector: there is no exposition of product benefits, no celebrity endorsement, and no overt dramatization of consumer problems — instead, the film offers a tapestry of aspirational and relatable female profiles, asking its viewers to recognize themselves and their emotional truths in what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery. This creative approach is especially notable within the competitive snacks category, where campaigns frequently pivot on appetite appeal, lifestyle credentials, or light-hearted humor; here, eQlibri and BETC defy those conventions with a campaign that asks women to embrace their intrinsic worth and plurality, supported by emotionally charged cinematography and evocative storytelling that reinforce the message that nourishment—physical, emotional, and social—extends beyond the act of snacking. The campaign’s resonance is reflected in its considerable engagement, with viewership exceeding 1.1 million and meaningful dialogue generated across social platforms, indicating strong cultural relevance and emotional impact within its target audience. In choosing a format that invites identification and introspection, the campaign steps into the role of social advocate more than commercial promoter, aligning the eQlibri brand with progressive values and a forward-looking stance on gender narratives in Brazilian advertising. Clapboard rates this 74/100. Reflexos signals the enduring power of user-centered storytelling in categories long dominated by surface-level appeals, as deeper representation and authentic voice increasingly define brand leadership in the snacks industry.