Don't Look Back

Surf Excel (OMO/Persil), Unilever

Leave period anxiety behind. We got your back.

The cultural insight came from my fellow copywriter, who lives this reality as a young woman from India. Guided by it, we developed a copy-led campaign for Persil & Unilever.
Brief: Position the brand's 'Dirt is Good' platform to Gen Zs & young adults

In India, period stains are still seen as dirty and obscene today. Our campaign banks on how menstruators anxiously & constantly ask "Can you check my back?" We used the backs of our materials to say that periods are just a problem you can wash away & leave behind, and to focus on the opportunities that lie in front of them.

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D&AD New Blood 2023 Yellow Pencil Winner (Copywriting Brief)

Made at Miami Ad School Europe
Mentors: Sandra Valencia, Raphael Hermann
Art Director: Thu Cao Anh
Copywriters: Riona S Roy, Rafter Manguiat
Role: Concept, Copy, Scriptwriting