Reserva marks Christmas 2025 with the ‘No Filter’ manifesto, narrated by Pedro Bial, putting real human connection at the center in an AI-driven world.
25 years after ‘Wear Sunscreen’, a ‘No Filter’ reply
Brazilian menswear brand Reserva, part of AZZAS 2154 Group, revisits the cultural legacy of “Filtro Solar” (“Wear Sunscreen”) to launch a new Christmas campaign. Twenty-five years after the text that defined a generation, the brand uses it as a springboard to reflect on affection, presence and humanity in the age of algorithms.
In the new film, Pedro Bial once again lends his unmistakable voice, this time to narrate the ‘No Filter’ manifesto. If the original piece advised wearing sunscreen, the 2025 update shifts focus: “Life is better without filters. The screen filter, the vanity filter, the filter of supposed perfection.”
Over 4 minutes and 11 seconds, the campaign questions digital overstimulation and offers a countercultural proposal: dare to stop. Slow down, feel, make eye contact and inhabit the present. The closing line sums up the generational message: “Technology can do everything. But only you can make people feel.”
A long-form film against the logic of fast content
Reserva turns the format itself into a statement. Instead of ultra-short cuts designed for feeds, the brand opted for a longer film that demands attention and invites pause. It positions itself explicitly against the race for quick views.
“Our film is over four minutes long, which goes completely against platform recommendations. And that’s precisely why it exists: it’s a bold invitation to stop, to be present and to think,” says Naiana Lemos, Reserva’s Brand Voice Director.
Maria Prata joins Reserva Mini to talk tech, childhood and real bonds
Extending the manifesto into the family universe, Reserva Mini invited journalist Maria Prata — mother and Bial’s partner — to lead conversations about screens, childhood, imagination and real-life bonds.
Across the brand’s channels, she will share content aimed at parents and educators, tackling how a new generation will learn to be human amid non-human influences. From 2026, Maria becomes Reserva Mini’s official ambassador, fronting monthly content and themed discussions.
“As a communication strategy, we chose not to highlight products or even the logo — what we bring to the forefront is the message. And this message, which cuts across generations, needs protection in a landscape obsessed with sales and audience metrics,” notes Joana Bittencourt, Reserva’s Brand Director.
‘Disk Papai Noel’: phone calls that technology can’t replace
As part of the campaign, Reserva Mini revives one of its most beloved projects: “Disk Papai Noel” (Santa Hotline), a service where parents schedule a personalized call from Santa for their children.
Created to bring families closer, the initiative now gains new relevance under the ‘No Filter’ umbrella. Just like Bial’s manifesto, it encourages slowing down and creating memories that last — the kind no interface can replicate. Historically, spots sell out quickly, and demand is expected to peak this year.
In-house creation and brand voice
The campaign was developed in house by Reserva’s Brand Voice department. The team is responsible for the manifesto concept, script and the decision to center narrative and emotion rather than traditional product-driven marketing.
About Reserva
Founded in 2004, Reserva is a Brazilian menswear brand that belongs to Azzas 2154 Group. Its ecosystem includes Reserva, Reserva Mini, Reserva Go, Reserva Praia and Reserva Ink, with 84 own stores and 102 franchises across Brazil.
Internationally recognized, Reserva is the only Brazilian company listed among the world’s most innovative by Fast Company. The brand holds three key certifications: B Corp, ABVTEX and Conscious Capitalism.
Reserva also runs the 1P5P project: for every item sold, the company funds five plates of food for people facing food insecurity. The initiative links each purchase to tangible social impact, aligning business growth with responsibility.
