The Brief
Introduce the new Diana Siêu Thấm with Nano Silver technology which controls 99% of bad menstrual odor.
Diana has built its brand image to be a premium brand. The challenge was how to talk about bad menstrual odor without showing or talking about it at all? We knew that women who were on their periods became self conscious and anxious that other people would notice. So they tended to stay indoors and restrict their movement. How could we give these women the reassurance and confidence they needed?
The Idea
Fear is overrated. Appeal to the young women’s adventurous spirit by inspiring them to trust in Diana so they can go conquer the world.
Initially we had created several directions where we explored using a few variations on insights from the planning team. We knew that we wanted to do a story that had a non-typical setting. No cafes, no bubbles, no flowers. We knew this client was challenging but in a good way. He didn’t want typical anything. He wanted his brand to stand apart from other Vietnamese ads within this category. Our Diana girl was something more. She could be as active as an extreme sports player yet do it with the grace and sophisticated beauty that only a Diana girl could.
We used treatments, color, mood and tone to take the edge off of what normally might’ve been quite an extreme sport; skydiving. Originally we had thought about doing this for real, or bringing in one of those indoor sky diving machines. But with those options we couldn’t control the art direction well enough to reflect the brand so we opted for green screen with wire work. Challenging in itself, but with a great team and production crew we managed to get it done, and the client was very pleased with the results.
