| Title | DriFit - Lily's Story |
| Agency | Publicis Sapient |
| Campaign | Dri-Fit Lilly's Story |
| Advertiser | First Quality |
| Brand | Dri-Fit |
| Date of First Broadcast/Publication | 2017 / 10 |
| Business Sector | Hygiene & Personal Care Products |
| Story (original language) | Dri-Fit launched a 360 campaign for its fiber blend ingredient, which is found in Adult incontinence and feminine care products. The campaign video takes an honest approach, rejecting the trope of smiling couples walking on beaches, and instead highlighting what real people already know: whether it's a first period, first child or first incident of incontinence – the biggest changes in life are often the most difficult. Told through the story of a father and daughter growing old together, the campaign's creative content showcases the strength of their relationship by featuring snippets of their biggest life changes, while pointing to how Dri-Fit™ can help to make tough changes Feel More Natural™ The campaign also features a new website, madewithdrifit.com which provides insight into the science behind Dri-Fit technology, as well as paid digital, partner content, radio spots, and PR and social support. Dri-Fit is made by First Quality, a privately held company. Lilly’s Story garnered over 3 million views in the first month since launching on YouTube. The spot was picked up by numerous press outlets and even landed on AdAge’s Viral Video Chart in its first week. The campaign has since gotten 33MM views and 185MM media impressions… and counting.” |
| Media Type | Web Film |
| Length | |
| Creative Director | Brian Brown |
| Associate Creative Director/Art Director | Peter Wagoner |
| Associate Creative Director Design | Derek Montgomery |
| Copywriter | Josh Stein |
| Art Director | Aidan McDermott |
| Art Director | Jessae Brown |
| Designer | Christina Bull |
| Designer | Sam Szerlip |
| Brand and Digital Strategy Director | Daniela Lobo |
| Strategist | Annie Goodman |
| Strategist | Marjorie Figueroa |
| Strategist | Kathleen Hartnett |
| Account Director | Liz Papasakelariou |
| Executive Producer | Mike Diaz |
| Agency Editor | Javier Urquiza |
| Director | Samuel |
| Director | Gunnar |
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