"I like to wear push-up bras," DDB and Carefree look at what no one knows.
Carefree is taking an honest look at femininity in its 'No one knows' campaign, which asks women to tell secrets about having their period.
From creative shop DDB, the campaign aims to embrace the vulnerability women feel about menstrual cycles and start a conversation about the personal and “sometimes secret rituals” women have to feel confident.
The digital-only campaign will run across Carefree's social media platforms and kicks off with a 90-second online spot.
Johnson & Johnson Pacific group marketing manager Carla Speering says the campaign moves away from showcasing “warrior women” and instead looks at the vulnerable side of “real women”.
“Confidence comes from a very personal place. Our latest campaign ignites the pride and inner power of every woman’s femininity. ‘No one knows’ further strengthens Carefree’s position as the brand that celebrates individuality, giving women from all walks of life the confidence to be who they are,” Speering says.
The first film features twins, partners, a hijab-wearing soccer player and a performer reveal they like to wear push up bras, when they got their periods and what protection they use.
DDB managing partner Kate Sheppard said the campaign aims to share ‘secrets of the sisterhood’.
DDB Sydney CD Michael Barnfield says a diverse mix of real Australian women were shot in a doco-style approach to capture the most authentic stories.
“The result is a modern and refreshingly truthful take on female empowerment,” Barnfield says.
“We think the everydayness of what our talent shares with us has the potential to connect with our audience in a more powerful way than the alpha female stories we are used to,” he adds.