SOFY swaps blue liquid for little red people in new spots via J. Walter Thompson, Melbourne
The mission of new Australian product SOFY BeFresh (as the name suggests) is to be fresh. This not only applies to the product itself, a pad specifically designed to give women a feeling of freshness that others can’t, but also to the way the brand talks about periods.
So when tasked with creating a campaign for SOFY’s new patented Clean Barrier Technology, J. Walter Thompson Melbourne took the traditional product demo and literally brought it to life.
Says Celeste Whitelaw, strategic planner at J. Walter Thompson: “We were launching a quality brand with great new innovation into a sea of sameness as well as competing against some big budget heavy hitters. We knew we needed to do something completely different for the category.”
The pad is leading edge in its ability to draw the period away from the surface and lock it under the surface for good. But, most sane people don’t really find pad technology all that interesting.
Says Debra Smith, senior brand manager at SOFY: “Whilst the benefits of innovation are important, in isolation it’s not messaging that our audience are going to lean into, we needed to give them a reason to listen.”
Says Kieran Antill, ECD at J. Walter Thompson: “Instead of shying away from talking about the technology, we embraced it. We decided to hero the demonstration and do it in an unexpected way that took itself a little less seriously.”
Says Lucy Logan and Holly Burgess, lead creative team on the project: “The idea was pretty simple – create a demonstration that was different. The pad technology? A literal padded cell. The period? Little red people wearing little red suits. Trap them in there and let them go a little bit nuts.”
The 15 second digital pre-rolls shows the view from the inside of a SOFY pad, in which period people drop in, only to be stuck there forever.
Every ad clicks through to a free sample to try the technology. They’ll be live on digital pre-rolls across YouTube from this week.
Client: Unicharm
Senior Brand Manager: Debra Smith
Agency: J Walter Thompson Melbourne
Executive Creative Director: Kieran Antill
Creative Director: Tim Holmes
Associate Creative Director: Jess Lilley
Art Director: Lucy Logan
Copywriter: Holly Burgess
Senior Producer: Christina Dess
Group Account Director: Sue Collier
Account Manager: Georgia Pascoe
Strategic Planner: Celeste Whitelaw
Production: Exit FIlms
Director: Christopher Hill
DOP: Edward Goldner
Art Director: Jackson Dickie
Producer: Renae Begent
Editor: J Walter Thompson – Dave Wade
Sound: Production Alley – Nic Buchanan
7 Comments
Simple, charming, effective. Love it.
They’re funny, charming and make me smile. I’m not knocking them at all, but the only query I have is are they a tad too close in formula to the Bonds Boys campaign?
The Bonds stuff is better.
Different executions off of one prop.
This is on the other crotch is one execution off of a double prop.
Love it.
Simple and enjoyable.
Great to see a solid concept come through in retail.
Yeah bonds but personifying anatomy or microscopic elements isn’t a new thing at all.
Definitely something nice in this.
But does this mean there are multitudes of edits hiding away? or just these three with silly numbering?
Intrigued if there are more of them and if there is some menstrual type dialogue.