Future Shapers - Excit.ação

Uma transformação cultural unindo mais de 700 pessoas por meio de rituais compartilhados, envolvimento criativo e um renovado senso de propósito.

Excit.ação — meaning "Excitement" in Portuguese — was a year-long transformation journey in partnership with Boticário’s Marketing department, directly impacting over 700 team members. Structured in four acts, the initiative evolved into the Future Shapers Movement, a cultural shift designed to foster curiosity, authenticity, creativity, and a shared departmental vision. With immersive experiences, a new visual identity, handcrafted materials such as custom notebooks, and an actionable rollout program, the project aimed not just to inspire change — but to embed it deeply into daily practice. Anticipation, participation and active engagement were vital for the project's impact. Behaviors, symbols, and collective rituals were intentionally designed to stimulate motivation and cohesion, spreading the group’s momentum across the organization.

Act 1: Curiosity, Courage and Determination The journey began with Boticário’s eight top marketing leaders. Before gathering at the former studio of Tomie Ohtake — a space infused with creativity and reflection — each participant received a handwritten letter inviting them to a 10-hour experience. Through a series of video prompts, they began to reflect on curiosity and its role in leadership. On the day of the gathering, multisensory meals stirred their senses and sparked inspiration, while group workshops solidified unity and purpose. It was here that the movement Future Shapers: Obsessed with Surprising was officially born. Act 2: Rituals, Symbols and Commitment Next, 40 team members took on the challenge of carrying the movement forward. Guided by video prompts sent via WhatsApp, they prepared for an in-person session centered around building collective rituals and meaningful symbols. Rituals were defined as intentional cultural practices that inspire connection and engagement. One core symbol — a small lamp engraved with the Future Shapers mission — was lit in a shared ceremony to mark their collective commitment. Act 3: Continuation, Multiplication and Expansion With a group of 90 participants, Act 3 expanded the reach of the movement. Appointed “Movement Guardians” introduced the rituals from Act 2, and participants engaged in online sessions, working in pairs to explore and reflect on the Future Shapers behaviors and values. Act 4: Inspiration, Alignment, Activation The final act brought together all 700 members of the Marketing department for a large-scale online event. Leadership shared the movement’s journey, introduced the new behaviors and rituals, and demonstrated how the Future Shapers spirit could be brought to life in everyday work.