Tenderly for inclusivity

Welcome little crab, in our multi subject campaign signed by Meloria and Maga Animation studio it's arrived a new friend.

Tenderly has always taken care of family in the first place, focusing on core values such as softness and wellness. “Be tender with everyone” endorses inclusivity, embracing diversities and valuing differences as identities. Bianca, Tenderly’s brand character, takes the lead in each of the three commercials: curious and amazed, she interacts with the natural world, where peculiarities, exceptions, distinctiveness stand for beauty and uniqueness that utterly fascinates her.

The project created by Meloria, a creative independent agency that has handled Lucart group brands’ communication for years. Bianca and her fairy world were accomplished by Maga Animation Studio, which endorsed Tenderly’s communication by looking after character design and feature production. This time, Bianca meets a clappy friend at the seaside: together, they both let loose and dance!