Grégoire Delacourt
Directeur de Création at Quelle Belle Journée
Paris, France
TitleGhost
Title (original language)Fantôme
Agency
Campaign Nett Finess. Nothing To Do With - Vania
Advertiser Vania Expansion SNC
Brand Nett
Date of First Broadcast/Publication 2002 / 7
Product Nett Finess
Product (original language) Nett Finess
Business Sector Tampons
Tagline A Tampon Should Cause Fear. It Has Nothing To Hurt
Tagline (original language) Un tampon peut faire peur. Il n'a rien pour faire mal
Story The fear of the pain on the insertion, virginity, discretion : many subjects tackled with truth and a bit of humour.
Story (original language) La peur de la douleur à l'insertion, la virginité, la discrétion, autant de sujets abordés avec vérité et un brin d'humour.
Philosophy The campaign targets teenagers and women (between 18-30 years) and shows systematically the tampon in different ways. The brand tries to tame the women to the use of the tampon which, today, still remains too often "taboo".
Putting off the real or simply perceived brakes which prevent the women to turn towards this type of protection and to praise the benefits of the tampon is a double strategy combined in a campaign with modern and unexpected visuals.
Philosophy (original language) Destinée aux adolescentes et aux femmes (18-30 ans), la campagne montre de manière systématique le tampon dans tous ses états. La marque essaie ainsi d'apprivoiser les femmes à l'usage du tampon qui encore aujourd'hui reste trop souvent "tabou".
Lever les freins réels ou simplement perçus qui empêchent les femmes de se tourner vers ce type de protection et vanter les bénéfices du tampon, une stratégie double réunie dans une campagne aux visuels modernes et inattendus.
Problem Nett, Vania Expansion & Lowe Alice apply themselves "to shelving the tampon out!".
Problem (original language) Nett, Vania Expansion & Lowe Alice s'emploient à "sortir le tampon du placard!".
Media Type Print
Creative Director
Art Director
Copywriter
Executive Creative Director
Photographer
Account Manager
Account Manager
Account Manager
Advertising Manager
Advertising Manager

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