Advance Creative Director, Gavin Mulligan, explains how the creative work developed from there, “We knew that before women can do (what feels right for them on the outside), they need to think and feel (what’s right for them on the inside), using their intuition and intelligence.”
Using this insight as our basis, we created a new brand platform, think.feel.do. which became the umbrella for all o.b. communications.”
The ‘What’s Inside Matters’ campaign was the first to be born under the think.feel.do. umbrella. Built on the insight that good things start from the inside out, the campaign not only communicated what’s inside an o.b. tampon, but also what’s inside you, both emotionally and physically. This gave o.b. a way to talk about their current and future innovations – everything from the development of natural materials, organic products and investment in new environmentally-friendly production techniques.
“Visually, the campaign was playful, colourful and impactful” says Gavin Mulligan, “We created a kaleidoscope-style visual device which allowed us to tell the story of women going through the infinite layers of their inner most thoughts, feelings and ambitions and ultimately reaching decisions that feel right for them.
Senior Social Media Strategist, Tiffany Leung, shares the campaign’s results, “Overall, the campaign was a great success. Not only did it resonate emotionally with women across Europe, it broke through the noise of the menstrual category, gaining 4.7 million views on Youtube. On top of that, the What’s Inside Matters campaign exceeded expectations. Having an honest conversation about material processes was a risky strategy, but it paid off. After just four months, the new o.b.Organic tampon became the best-selling organic tampon in the category."
Watch more of the campaign films below