PRETTY PICTURES

TitlePRETTY PICTURES
BrandSCA HYGIENE
Product / ServiceLIBRESSE SANITARY PAD
CategoryA01. Posters
EntrantMcCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA
Entrant Company McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA
Advertising Agency McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA
Production Company OUTPOST Petaling Jaya, MALAYSIA

Credits

Name Company Position
Richard Irvine Mccann Worldgroup/Mccann Erickson M'sia Chief Creative Officer
Jerome Ooi Mccann Worldgroup/Mccann Erickson M'sia Creative Director
Jennifer Wee Mccann Worldgroup/Mccann Erickson M'sia Art Director
Rachel Hoo Mccann Worldgroup/Mccann Erickson M'sia Art Director
Nora Ismail Mccann Worldgroup/Mccann Erickson M'sia Copywriter
Jennifer Wee Mccann Worldgroup/Mccann Erickson M'sia Graphic Designer
Rachel Hoo Mccann Worldgroup/Mccann Erickson M'sia Graphic Designer
Jennifer Wee Mccann Worldgroup/Mccann Erickson M'sia Illustrator
Rachel Hoo Mccann Worldgroup/Mccann Erickson M'sia Illustrator
Jennifer Wee Mccann Worldgroup/Mccann Erickson M'sia Typographer
Rachel Hoo Mccann Worldgroup/Mccann Erickson M'sia Typographer
Alka Punj Mccann Worldgroup/Mccann Erickson M'sia Client Service
Mark Leong Mccann Worldgroup/Mccann Erickson M'sia Client Service
Jimmy Ong Mccann Worldgroup/Mccann Erickson M'sia Print Producer
Dayang Norrafida Mccann Worldgroup/Mccann Erickson M'sia Agency Producer
Faye Yong SCA Hygiene M) Sdn Bhd Advertiser Supervisor

Brief Explanation

Given the sensitive nature of the category, competitors often skirt the real issue of the stain with meaningless clichés and incongruous analogies. In an attempt to play safe, the stain has all but gotten lost. How do we rise above this seeming homogeneity of fuzzy messages, bring the discussion back to what’s at the core without becoming offensive?

The Brief

Every girl’s biggest fear during those sensitive times in a month is that itty-bitty red stain that can potentially cause embarrassment. Libresse Secure Fit sanitary pads provide quicker absorption minimizing any possibility of leakage.

How the final design was conceived

Design a pleasing way to bring the discussion back to the real culprit; the stain. Watercolor themed illustrations subtly yet clearly bring to fore the fear surrounding menstruation, that last embarrassing stain. This approach moves far away from the clichés riddling the industry and at the same time gets the message of ensuring complete absorption across in an inoffensive, even pleasant manner.

Indication of how successful the outcome was in the market

This campaign has just been launched and due to its freshness, current results aren't comprehensive enough to justify its effectiveness yet.