Period underwear brand Modibodi has launched its latest campaign ‘The New Way to Period’.
The campaign marks the creative debut for Emotive after being appointed to lead brand strategy and campaign work globally and continues Modibodi’s crusade to normalise menstruation and raise awareness of a more comfortable, sustainable alternative to disposable pads, liners and tampons.
Research undertaken by Modibodi shows almost one in three young girls are afraid of talking about periods. The pioneering brand is on a mission to replace fear and shame with understanding, swap disposable for sustainable, break down taboos and, overall, help everyone embrace their bodies.
“Advertising for personal hygiene products has come a long way in the seven years since we started Modibodi, but many brands still feel the need to hide or gloss over the very natural process of having your period,” says Modibodi CEO and Founder, Kristy Chong.
“‘The New Way to Period’ shows the real side of menstruation and reminds us that not only are we allowed to feel however we want when we have our period, but that we have other options besides eco-damaging disposable pads, liners and tampons,” continues Kristy.
‘The New Way to Period’ is a long-term creative platform that champions confidence, celebrates individual freedom, embraces diversity and encourages womxn to step towards a more comfortable, sustainable future.
Jardin Anderson, Senior Creative at Emotive, commented, “For too long we’ve been told how we should feel about our periods. It’s been a pleasure to help herald in ‘the new way to period’ with a brand bold enough to lean into the beauty of normality and eschew all the hyperbole so often seen in this category.”
Directed by award-winning Sydney-based director Dani Pearce from Revolver, the script follows the journey of multiple womxn, each with their own nuance and story as they embrace ‘the new way to period’.
“To honour Modibodi’s philosophy of inclusivity it was imperative that the film capture all womxn, all stories. My vision was to create a film that is part of a much larger social dialogue, with the aim to normalise womxn’s lived experiences,” says Dani.
The campaign launches via film with a range of edits created specifically for TV and social.
It also features extensive OOH, social, influencer seeding and experiential activations running across Australia, the US and the UK.
Linda Hosamsooi, Group Client Director, MediaCom commented. “It has been really inspiring to be part of the Modibodi journey over the past couple of years. The new film will allow us to introduce new ATL channels to the mix that will broaden our reach, making more womxn aware of the amazing products Modibodi has to offer.”
CEO & Founder: Kristy Chong
CMO: Liana Lorenzato
Content Manager: Sara Herbert
Creative Agency: Emotive
Creative Director: Rupert Taylor
Senior Creative: Jardin Anderson
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Monika Vidovic
Executive Producer: Hayley-Ritz Pelling
Senior Producer: Natalie Dagher
Post Producer: Petra Valent
Production Company: Revolver/Will O’Rourke
Director: Dani Pearce
MD & Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Sarah Nichols
DP: Christopher Miles
Editor: Lily Davis @ The Editors
Post Production Co: The Editors
Sound Post Production: Rumble Studios
Media Agency: MediaCom
Client Partner: Adele Burke
Group Client Director: Linda Hosamsooi
Digital Director: Nick Hinchley
Offline Director: Remona Salem
The latest instalment of Dairy Australia’s “Buy. Support. Enjoy Aussie Dairy,” campaign has launched via elmwood. The ad aims to highlight the health benefits of getting your daily dose of dairy while also supporting local farmers and communities. The new Enjoy phase of the Dairy Australia campaign follows on from the initial scene-setting campaign, (around […]
Andrew Piccoli spent his career overseeing some of Australia’s most memorable ad campaigns. Now, he has turned his attention to a particular area of passion: children’s literature. Now retired, Piccoli spent the COVID-19 lockdown writing the story of Dexter the Dahu for children aged between five and nine. He has donated a copy of the charming […]
Outdated and modelled legacy measurement metrics being used by OOH companies have hindered confidence in the channel. Robin Arnold [pictured], Chief Technology Officer for LENS Technology & Analytics explores the few hero systems emerging to bring trust back to the channel. What do marketers really want? It’s a hard, nuanced question that has many answers. […]