Featuring Period Queen author Lucy Peach and comedian Em Rusciano as talent.
Underwear brand Boody has launched the #DoLess campaign in collaboration with alt/shift/Sydney, marking the brand’s first campaign with the agency.
Boody worked with alt/ shift/Sydney on a strategy aimed at redefining the period game, all while promoting the brand’s new
period and leak-proof underwear.
Working with Period Queen author Lucy Peach and comedian Em Rusciano as talent, the campaign will encourage Australians to slow down and do less during their periods.
Ruth Haffenden, global head of brand and marketing, said:“At Boody, we’re all about encouraging our customers to be kind to themselves, and the planet.
“So we wanted this campaign to reflect our core values and inspire consumers to rebuke the unrealistic image of how it feels to menstruate, switch off the ads for happy dancing girls and take it as slow as they like. It's important at this time of the month, more than ever, to let our bodies do their thing and to feel comfortable in what we wear and what we do.
“When landing on the campaign creative, we worked closely with alt/shift/Sydney to create something that was ownable and that would reflect our core values. We wanted to make our mark within the menstrual market but in a way that was against the status quo and that would make a real difference to the lives of Australians that menstruate."
alt/shift/Sydney general manager, Andie Crawford said: “When we were briefed on this project for Boody we knew we wanted to take strategic insights and really challenge current thinking and marketing of period products. Boody was brave enough to get onboard with doing something different that would go against the norms of the menstrual market and establish a new set of ground rules centred all around ‘doing less."
The campaign is live across earned and social channels whilst hero creative will also run out of home and on digital platform.
Credits:
Client: Boody
Global head of brand and marketing: Ruth Haffenden
Content and social: Stephanie Audino
Design/ styling: Jade Zulian
Production:
Photographer: Bec Lorrimer
Art Director: Annabelle Gaspar
Production Company: Sam I am.
Media: Growth Huntr
PR: alt/shift/Sydney
