TENA Takes Care of Intimate Skin in 'I Will Be Me' Campaign
TENA is launching its Intimates 100% breathable range in the US with a major new campaign to show women that incontinence should not hold them back from living full and empowered lives.
The campaign centres on a film created by AMV BBDO featuring a woman playfully looking at her reflection in her bathroom mirror. She talks to the camera in an honest and unexpected way, explaining wryly that she wakes up feeling 'so darn awesome' not because she takes care of the skin on her face, but because she looks after her intimate skin.
This campaign, which runs across DRTV, press and social media in the US and launches on Monday, July 6th, sees the launch of the TENA Women ‘I Will Be Me’ platform in the US, which has been running in Europe for the past year.
The campaign was the first virtual shoot for TENA and was shot in mid-May during lockdown in the UK. To comply with Covid-19 guidelines, the only crew were the director, Joanna Bailey, and her DOP husband, Ben Smithard, who shot in their own home in London wearing face masks, with the actress, Maria Creasey, who had been self-isolating for 14 days prior to the shoot.
AMV BBDO, TENA and the production company Snapper Films used a password protected YouTube link to watch the live camera feed, and were present via Zoom throughout the shoot.
Global Brand Communications Manager: Stefanie Steegs
Creative Agency: AMV BBDO
Creative Directors: Toby Allen & Jim Hilson
Copywriter & Art Director: Verity Fenner, Helen Balls
Agency Planner: Rob Sellars
Agency Account Team: Harriet Harrison, Laura Hazell, Rebecca Thomas
Agency TV Producer: Darapen Vongsa-Nga
Agency Print Producer: Kate Mahon, Rhiannon Nicol
Media Agency: Spark Foundry
Media Planner: Cortney Roder & Lee Rosen
Production Company: Snapper Films Inc.
Director: Joanna Bailey
DOP: Ben Smithard
Photographer: Ben Smithard
AMV Interactive: Rosie Denton
Production Co. Producer: Brock Van den Bogaerde
Post-production Company: The Mill
Colourist: Seamus O’Kane @ The Mill
Business Affairs: Michelle Holmes
Audio Post-production: Parv Thind @ Wave
Digital Design Company: Publicis Sapient
Category: Beauty & Health , Sanitary protection
Genre: Dialogue , People