The Work 2021 Contenders: Emotive

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…

Modibodi: The New Way to Period
Emotive
Women have always been made to feel uncomfortable about their periods. Almost one in three young girls are afraid of talking about periods. Times have changed, and women should get to decide how they feel about their periods. The idea was to disrupt the market by positioning Modibodi as the new way to period. Not a new way, but the new way. Not a complimentary product to disposables, but a direct alternative to them. A better, more sustainable, more inclusive one at that.‘The New Way to Period’ campaign boldly normalised periods by showing real women as they really are on their periods. It challenged the idea that we’re supposed to feel gross, unnatural and uncomfortable in our own bodies when we bleed. The film showed menstrual blood as it is; staining sheets, overflowing on litter in bathroom bins and flowing freely from a pair of reusable Modibodi as they are rinsed in the shower. Not only did the campaign contribute to a 53% uplift in revenue across Australia and New Zealand and a 51% uplift in revenue across the UK and EU, it had a significant impact in mainstream culture, igniting the debate around period stigma in a way that nobody could ignore. It got TV presenters discussing why we’re so ashamed to talk about menstruation publicly and media giants Facebook to review its global policy on depicting menstrual blood, ultimately reversing its initial decision to ban the ad.

Hello Fresh: How To Dinner With How To Dad
Emotive
To break into a Kiwi meal-kit market dominated by established local favourite My Food Bag, HelloFresh needed a disruptive idea. That idea was ‘How to DINNER’. We created a 5-episode cooking show with Jordan Watson, better known as How To DAD. More famous for his comedic ‘how-to’ YouTube videos than his home-made cooking, Jordan’s ham-fisted product demonstrations proved that if he can HelloFresh… anyone can. The campaign drove 21% uplift in brand awareness and 40% uplift in brand consideration, overtaking My Food Bag and snagging the title of number one YouTube ad for NZ in 2020.

YouTube | United Nations: The Trojan Trailer
Emotive
In 2021, there are approximately 630,000 Australians still unable to read this. Without support and a demand for action from literate audiences, they’ll get left behind. We knew Australian audiences were unaware of the country’s growing illiteracy crisis, and would therefore be less receptive to rational messaging. We needed a way to establish an emotional connection first, before delivering a simple, unavoidable message. And, with a very limited budget, we also had to do it in a way that would punch above our media spend.

Our idea was, The Trojan Trailer – a movie trailer with a hidden message about Australia’s growing illiteracy crisis. Partnering with YouTube and the UN, we created a first of its kind sequencing strategy that drew in viewers with films disguised as trailers for an upcoming movie set in the remote Australian outback. To illiterate audiences, it appeared as a movie. To those who could read, it became a call to action. And when people skipped the trailer, instead of just serving the same ad over and again, we created multiple different films. The more viewers skipped, the worse the storyline became for our protagonist – an analogy for how illiteracy affects one’s life.

 

The final entry deadline for Campaign Brief’s The Work 2021 is Monday May 17. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.