It used to be that mothers taught their daughters how to use period products. Now, the tables have turned. In two new videos for the groundbreaking period care product Thinx, purpose-driven agency OBERLAND challenges the dated binary choice of tampons vs. pads and introduces a new, better solution.
The campaign, built on the tagline “How a New Generation Thinx,” appears across the entire Thinx portfolio, an approach that is a first for the brand. It launches with two spots – the first, “Saved by Sister,” supports Thinx Teens,™ the new teens line of reusable and sustainable period underwear with built-in leak protection. The second portfolio spot , “Moon Landing,” captures the sense of awe and frustration on the face of a woman when she learns how the marvels of modern technology have finally delivered period-havers from the hassle of dealing with existing period protection products. Both spots are delivered in a comically candid style meant to stand out from the clutter of traditional period care products and resonate with people who are eager for a new solution.
Both spots–including this one, “Saved by Sister”–were directed by Pamela Adlon, known for her FX series Better Things. This marks the commercial directing debut for Adlon who’s accomplished as a producer, screenwriter, actor and helmer. The campaign spots came out of production company Girl Culture Films, which recently added Adlon to its directorial roster.
“By its very nature, Thinx is an inherently progressive brand that stands against the decades-long status quo in period care, and period advertising,” said OBERLAND managing partner and executive creative director Lisa Topol, who led the agency’s efforts on the campaign. “It’s why we all felt this close affinity to the brand. The stories we created were authentic and came from our own experiences–the good, the bad, and the funny. Now we get to use those experiences to help introduce a product that can genuinely make people’s lives a little better.”
CreditsClient Thinx Agency OBERLAND Bill Oberlander, co-founder/chief creative officer; Drew Train, co-founder/CEO; Lisa Topol, managing partner, executive creative director; Kate Charles, managing partner, chief strategy director; Emily Waite, director of strategy; Henrik Bakke-Hereide, Monica Taylor, art directors; Marta Lala, Michele Jaret, copywriters; Clair Grupp (ClairCollective), executive producer. Production Girl Culture Films Pamela Adlon, director; Laura Greenfield, Frank Evers, co-founders; Tori Palmatier, managing director; Jenn Ingalls, exec producer; Michelle Lawler, DP; Jessica Zerby, producer; Gabrielle Yuro, Sean Lyness, line producers; Grace Alie, production designer. Editorial Metro Pictures Editorial Paul Norling, editor; Mary Stasilli, producer; Eric Brodeur, assistant editor. Color Mad Color Sparkle, colorist; Audio Post Margarita Mix Paul Hurtubise, engineer.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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