Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

The Shortlist
CAMPAIGN
Flake Out
AGENCY
BBDO and Proximity
CLIENT
Bayer HealthCare
BRAND
Kangwang medicated shampoo
DETAILS
~ Confidential ~
CAMPAIGN
Huggies Dance Club
AGENCY
Ogilvy & Mather
CLIENT
Kimberly Clark
BRAND
Huggies
DETAILS
~ Confidential ~
CAMPAIGN
Libra I Am Fearless
AGENCY
Clemenger BBDO Melbourne
CLIENT
Asaleo Care
BRAND
Libra
DETAILS
The Australian feminine hygiene category had become predictable, talking to teenagers and reinforcing stereotypes. Libra saw an opportunity to provide young women, embarking on adulthood, with a motivating platform for facing their fears to help them become healthy, independent women.
 
The resulting ‘I Am Fearless’ is more than a campaign; it’s an outlet for women to face their biggest challenges, inspiring others to do the same. Using influencer stories through a peer-to-peer, social-led digital campaign, Libra engaged a new generation of women, building a brand experience across a digital ecosystem and successfully shifting its audience from social channels to the platform: http://iamfearless.com.au/ at a rate 353% above Google’s ‘Hygiene and Toiletries’ norm.
CAMPAIGN
Moods
AGENCY
Rediffusion Y&R
CLIENT
HLL Lifecare
BRAND
Moods
DETAILS
Welcome to the Indian condom market, where to tap into a massive demographic of hormonally-charged youth, anything is fair game – including using a porn-star (Sunny Leone) for endorsements. Moods Condoms, a dated brand, was fighting to be relevant. But instead of going ahead and resorting to the blatant sexualisation common to the category, Moods borrowed from reality. With the brutal rape of Nirbhaya rocking the nation, a cultural revolution against sexual aggression & objectification of women was brewing. Moods chose to not sit back and play easy, but instead played it right. We celebrated those who ‘respected’ sexual consent. 
 
This is the story of how a brand went anti-category & pro-culture to win the mind-share battle with an audience that had forgotten it. As a result of the campaign, we grew Moods fan base by over 700%, increased engagement by over 75% and made Moods one of the top 5 fastest growing hygiene brands in the country.
CAMPAIGN
The Life Saving Dot
AGENCY
Grey Group
CLIENT
Talwar Traders
BRAND
Talwar Bindi
DETAILS
This case details how Talwar Bindi, a bindi manufacturer in India, transformed a traditional symbol of beauty into a simple, innovative solution to combat iodine deficiency. By deliberately challenging the category norm, Talwar developed The Life Saving Dot - a bindi that doubles as an iodine patch, providing its wearer with a daily dose of iodine through transdermal dispersion.
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