Title | NO ONE KNOWS |
Brand | JOHNSON & JOHNSON |
Product / Service | CAREFREE |
Category | A03. Casting |
Entrant | PHOTOPLAY Sydney, AUSTRALIA |
Idea Creation | DDB SYDNEY, AUSTRALIA |
Production | PHOTOPLAY Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Paul Tonkin | Johnson & Johnson | Marketing Director (Pacific) |
Carla Speering | Johnson & Johnson | Group Marketing Director |
Emma Thurlow | Johnson & Johnson | Marketing Manager |
Louisa Thraves | Johnson & Johnson | Senior Digital Marketing Specialist |
Marie Liganaris | Johnson & Johnson | Assistant Brand Manager |
Ben Welsh | DDB Sydney | Chief Creative Officer |
Michael Barnfield | DDB Sydney | Creative Director |
Guilherme Machado | DDB Sydney | Creative |
Carolina Pinheiro | DDB Sydney | Creative |
Kate Sheppard | DDB Sydney | Managing Partner |
Claire Hynes | DDB Sydney | Business Director |
Sevda Cemo | DDB Sydney | Head of Integrated Content |
Alyce Guy | DDB Sydney | Agency Producer |
Jasmin Tarasin | Photoplay Films | Director |
Oliver Lawrance | Photoplay Films | Executive Producer |
Emma Thompson | Photoplay Films | Producer |
Christopher Miles | Freelance | Director of Photography |
The Gingerbread Man | The Gingerbread Man | Post Production |
Lachlan Stewart | DDB Sydney | Social Content Producer |
Carefree takes an authentic approach to femininity in this new campaign launched online, 'No one knows', via DDB Sydney. The campaign embraces the vulnerability women feel when they have their period, and starts a conversation about the personal and sometimes secret 'rituals' women have to make themselves feel more confident. The first digital only campaign for Carefree, it will run across five platforms over six months and kicks off with this emotive 90 second launch film. The campaign aims to share 'secrets of the sisterhood' and features a diverse mix of real Australian women shot in a doco-style approach, to capture the most authentic stories, showing that no woman is the same, no period is the same, no feminine ritual is the same, but all women are united by the things that make them feel more confident.
Casting was the absolute key to making this campaign memorable and stand out. The casting process involved looking for women that were natural storytellers and have their own beautiful nuances. A series of questions were prepared to get each of the characters comfortable and create a trusting environment for them to open up and become vulnerable and intimate in a way that actually revealed their real strength, honest beauty and personal monthly rituals. Also an important contributor to the campaign’s authenticity was diversity and so the casting process involved a range of different ages, multicultural backgrounds and sexual preferences to accurately portray modern Australia.