2013 Winners & Shortlists

ALWAYS CLOTH CONVERSION - NIGERIA

BrandPROCTER & GAMBLE
Product/ServiceFEMCARE ALWAYS
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryCOSMETICS & BEAUTY, TOILETRIES & OTC PHARMACY
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON
Production Company GOLDEN PLANES Cape Town, SOUTH AFRICA

Brief Explanation

It’s recess time, set in a school playground. A girl is clearly uncomfortable and trying her best to hide that she’s on her period, tying her sweater around her waist and checking. A group of her friends come to her rescue, to explain to her that they know! They approach her in a very friendly manner. They have the solution for her! 3 steps to change her behavior, Three steps to confidence, three steps to start moving the way she wants. After she’s taken through the steps our heroine loosens her sweater and ties it around her neck, like a victory cape. She leads her friends as they all celebrate the fact that now they can move anyway they want, thanks to the superior protection of Always.

Credits

Name Role
Bechara Mouzannar Chief Creative Officer
Malek Ghorayeb Executive Creative Director
Danielle Rizkallah Creative Director
Salem Habbous Copywriter
Natasha Maasri/Mari Liis Ernits Art Director
Gabriel Abou Daher Agency Producer
Cynthia Abdelkarim Account Supervisor
Herman Leroux Producer
Porteus Xandau Director
Amy Luise Daneel Editor
Simon Elborne Sound Design/Arrangement
The Postoffice Post Production
Simon Elborne Music
Fadi Bustros/Shayna Suidan Account Manager
Shaun Harley Lee Cinematographer
Shaun Harley Lee Director Of Photography