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
Frameplay today announced its first global integration with Magnite to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater access to engaged audiences. Current RTB programmatic capabilities […]
Amazon has faced severe backlash for the oversight of allowing caps with the slogan ‘Black Lives Don’t Matter’ to be sold on its Marketplace platform. The racist caps were brought to the attention of the global online marketplace after a someone in the UK Tweeted about them. The product, which was sold by a third […]
Spotify Australia has revealed the results of its “Culture Next Trends Report,” the brand’s second annual global report of Gen Z insights and cross-generational views regarding topics most impacting culture and trends. Topics explored uncover global insights about voting & politics, education, entrepreneurism, Black Lives Matter, societal norms & expectations, parent-child means for connection, the importance of […]
Frameplay today announced its first global integration with Magnite, the largest independent omnichannel sell-side advertising platform, to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s industry-leading software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater […]
Lipton and Peace One Day united for the UN International Day of Peace on 21 September 2020, to inspire the world to connect and Make Tea Time Peace Time. Together the organisations created an ambitious global moment of solidarity, with iconic clock towers and landmarks across the planet taken over and lit up with projections […]
Gartner recently placed Sitecore as a leader in its magic quadrant for Web Content Management, ranking it above most other platforms and putting it only behind Adobe when it came to the completeness of vision. Sitecore is a digital experience platform providing solutions across content management (CMS) and e-commerce, and digital asset management . According […]
CHE Proximity today announced the appointment of Cam Hoelter (main photo) as executive creative director of the Sydney location, bringing him home from New York. Hoelter joins the creative leadership team led by Ant White, chief creative officer and bolsters a senior creative line-up across Melbourne, Sydney and Brisbane. Luring him back from the US, […]
A significant 879,000 metro viewers tuned in to a rather emotional Bachelor finale on Thursday night, which saw Locky Gilbert choose Irena Srbinovska over Bella Varelis, according to OzTAM numbers. While Nine and Seven did beat 10 in primary channel share (18.1 per cent, 17.5 per cent and 17.2 per cent respectively), 10 did top […]
Imagine a world where you, your beliefs, your memories and your story can live on forever in a digital world. Enter Memories, a new product and digital platform designed to keep you connected with your loved ones, even after you’re gone. To launch the Memories.com.au ad-free private platform, and highlight how members can share their […]
Ex-Seven presenter Simon Reeve is reportedly suing the network for between $500,000 to $1M in damages, claiming the broadcaster breached the Fair Work Act. As reported on the SMH, Reeve is accusing Seven of failing to pay him out his annual leave or redundancy pay. The presenter, who appeared on Seven’s Olympics coverage, news and […]
Liberal MP and co-chair of the Parliamentary Friends of the Screen Industry Trent Zimmerman has urged Netflix to support the local screen industry after years of having a “free ride” in Australia. In an opinion piece for The Guardian, Zimmerman said more commitment is required streaming companies to the local industry. “It’s time for streaming services, […]
The planet may be hanging out for a long-awaited vaccine to coronavirus with reports we shouldn’t even begin to expect one until the first three months of 2021 at the very earliest. But a new study has asked Australians who they think should be the first in line to get any COVID-19 vaccine if and […]
News Corp Australia, today unveiled a new travel campaign Australia Go and Get It – Safe Escapes 20/21, designed to unite and support all Australians to drive the recovery of local tourism. Launching on Sunday 27 September, the national campaign is led by the company’s leading travel media brand Escape, The Australian and news.com.au, and with support across the […]
Cadbury has launched its National Women in Sport initiative in partnership with the AFLW, Australian Women’s Cricket team, the NRLW and the Westfield Matildas, uniting with leading women’s sporting codes to support the continued growth and equality of women’s sports in Australia. With one in two young girls dropping out from organised sport from the […]
Advertising spend on e-commerce platforms is set to rise sharply this year despite the global recession, reaching a total of $US58.5bn ($83bn). Advertising investment across e-commerce sites such as Amazon, Tmall and Rakuten, omnichannel retailers such as Walmart and Carrefour, and social commerce on platforms such as Pinduoduo and TikTok is set to increase 18.3 […]
Creative agency CHE Proximity is the latest to feel the wrath of a Hindu group that calls out companies and brands it believes commercially exploits and insults the world’s 1.1 billion Hindus. Last week, IKEA Australia – via its creative agency CHEP – launched “IKEA product pose Yoga”, a seven-minute long video that teaches the most […]
Online insurance comparison website, Compare the Market Australia has appointed Emma Alberici as Chief Strategy, Government Relations and Communications Officer. Previously, Alberici was chief economics correspondent at the ABC, one of many senior positions she held during her 18 years with the organisation. Before this, she was a senior journalist at the Nine Network, where […]
VA Media has announced the launch of new YouTube content ID service for producers, production companies and film & television distributors. VA Media owns and manages some of the world’s largest movie and TV-based YouTube channels, including Movie Central– which boasts an impressive 20M views monthly. The newly announced fee-based service is designed to enable […]