Feminine brand Libra and Clemenger BBDO Melbourne are launching ‘I Am Fearless’, a groundbreaking platform to help young women learn to deal with the things that are holding them back – their fears.
The campaign will launch with three inspirational women who talk about facing their deepest fears. Singer Megan Washington talks candidly about her debilitating stutter, “All the things I have done in my life that I am proud of are all things on the threshold of which I felt immense fear”.
Actor Miranda Tapsell talks about the impact bullying and racism has had on her life, saying she quickly learned, “If I speak up against stuff, this is what I’m going to have to come up against”. And yoga entrepreneur Sammy Veall reveals she didn’t want to be known only as “the girl who got burned”. Washington, Tapsell and Veall talk about how facing those fears became a turning point in their lives and ultimately allowed them to become who they are today.
iamfearless.com.au is a place young women can visit, to share their own stories, and to feel they are not alone as they face their fears, big or small.
Libra’s general manager of marketing, Jenny Nolch, says the campaign is the first time a brand in the category has taken this approach.
“Young women on the cusp of adulthood are experiencing a lot of firsts in their life – first job, first car, first flat, first day at uni,” she said. “It’s both an exciting and a terrifying time. I Am Fearless is about inspiring these women to recognise that fear is a part of life and that moving outside your comfort zone is a big part of maturing as a person.”
Clemenger BBDO Melbourne executive planning director, Paul Rees-Jones, said for many young women, their early 20s is when a sense of being more in touch with who they are and what they want out of life begins to emerge.
“It’s significant for a brand to be tackling real cultural, societal issues in a category that has historically talked product features and benefits in a somewhat juvenile manner,” he said. “When we talked to young women, they felt Libra had permission to do more. When we asked them about their fears they began to realise not facing fear was holding them back. Shining a light on those fears, acknowledging them and talking about them with people they trust didn’t make them disappear altogether, but it made them far easier to tackle and and learn to live with.”
The campaign launches on Sunday night with a 30 sec TVC, several digital videos and an online platform housing exclusive content from all three ambassadors as well as real life stories from contributors from all walks of life. The campaign will continue to unfold over the coming months with the online platform remaining always on. The platform will remain fresh with a constant stream of updated articles, posts, images and real life stories. Libra have also updated their packaging to coincide with the launch.
Client Asaleo Care – Libra
Executive General Manager – Marketing Andrew Phillips
General Marketing Manager Jenny Nolch
Senior Brand Manager – Libra Carla Gilbert
Agency Clemenger BBDO Melbourne
Creative Chairman James McGrath
Executive Creative Director Ant Keogh
Senior Copywriter Hilary Badgar
Copywriter Shannon Crowe
Art Director Jackson Harper
Social Creative Lead Chelsea Parks
Executive Producer Sonia von Bibra
Executive Planning Director Paul Rees-Jones
Digital Strategist Christian Russell
Group Account Director Naomi Gorringe
Account Director Kate Joiner
Account Executive Alex Mleczko
Interactive Director Kate Thompson
Senior Digital Producer Gemma Seeto
Digital Producer Allan Ngo
Print Producer Nick Short
Digital Designer Adam Hengstberger
Tester Sunny Sehgal
Technical Director Gil Fewster
Senior Developer Niall Rutter
Developers Fork Digital
Production House Exit Films (Megan Washington), Flare Productions (Sammy Veall, Miranda Tapsell)
Director (Exit) Amy Gebhardt
Director (Flare) Hilary Badger/Jackson Harper/Shannon Crowe
Producer (Exit) Fiona Pakes
Producer (Flare) Sonia von Bibra
Editor – (Flare) Sam Coates
DP (Exit) Ari Wegner
DP (Flare) Sam Coates
Post Production Flare
Sound Design Ralph van Dijk (Eardrum)
Sound studio Flagstaff
Sound engineer Paul LeCouter/Stevo Williams
Animation Jacky Winter Group/Flutter
Artist Andrew Archer
Director Domenico Bartolo
Producers Fushia O’Hara/Li Liang Johnson
Animation Studio Flutter