DDB Sydney Provides Fresh Take On Femininity For Carefree’s First Digital-only Campaign

DDB Sydney Provides Fresh Take On Femininity For Carefree’s First Digital-only Campaign

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.”

CREDITS

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

 




Please login with linkedin to comment

No one knows QUT Whybin\TBWA Sydney

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]