Carefree is bucking the sanitary protection ad trend with an authentic take on femininity in its new campaign launched today via DDB Sydney.
The ‘No one knows’ campaign embraces the vulnerability women feel when they have their period, and starts a conversation about the personal and sometimes secret ‘rituals’ women have to make themselves feel more confident.
The campaign is the first digital-only one for Carefree, and will run across five platforms over six months, kicking off with an emotive 90-second film.
DDB managing partner Kate Sheppard said the campaign aims to share ‘secrets of the sisterhood’.
“No woman is the same, no period is the same, no feminine ritual is the same, but we are all united by the things we do to make ourselves feel more confident,” she said.
Michael Barnfield,creative director at DDB, said a diverse mix of real Australian women were shot in a doco-style approach to capture the most authentic stories.
“The result is a modern and refreshingly truthful take on female empowerment,” he said.
“We think the everydayness of what our talent shares with us has the potential to connect with our audience in a more powerful way than the alpha female stories we are used to.
Carla Speering, group marketing manager at Johnson & Johnson Pacific, said: “In a category that’s known for celebrating warrior women, we chose to take a different path and allow real women to show us their vulnerable side.
“Confidence comes from a very personal place. Our latest campaign ignites the pride and inner-power of every woman’s femininity.
“‘No one knows’ further strengthens Carefree’s position as the brand that celebrates individuality, giving women from all walks of life the confidence to be who they are.”
Client: Johnson & Johnson Pacific
Group marketing manager – Carla Speering
Marketing manager – Emma Thurlow
Creative agency: DDB Sydney
Chief creative officer – Ben Welsh
Creative director – Michael Barnfield
Creatives – Carolina Pinheiro and Guilherme Machado
Social content producer – Lachan Stewart
Managing partner – Kate Sheppard
Account director – Claire Hynes
Account manager – Caity Cowper
Producer – Alyce Guy
Production company: Photoplay
Director – Jasmin Tarasin
Executive producer – Oliver Lawrence
Producer – Emma Thompson
Media agency: J3