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Canestan (D&AD)
Taboos in women's intimate health stems from mens perpetual language.
The medical field is dominated by MEN
Society is run by MEN
Cultural and Religious leaders are portrayed as MEN by MEN for MEN
Men set up the PATRIARCHAL system we live in today, maybe it's time we get them to reflect
its time to get men uncomfortable
Uncomfortable Yet?
Silence around women's intimate health has been maintained partly due to the topic makeing people uncomfortable. If campaigns avoid that discomfort, they risk reinforcing the same avoidance. Addressing the discomfort directly helps normalise the conversation.
This campaign aims to provoke reflection by placing advertisements in traditionally male-dominated spaces such as pubs, football stadiums, mens bathrooms, barbers etc. The ads openly display phrases that women hear on a daily basis, ranging from their intimate health issues, to their appearance etc. this highlights how dismissive attitudes and behaviours from men contribute to the lack pf support, awareness and medical attention women often receive.
the concept behind the new Canestan packaging is that it would be placed in stores such as boots or any store that Canasta can be, any men spaces. The idea is Canasta will be there alongside products like protein supplements and men's deodorant. The surrounding items are either real or staged products. the goal is to challenge the idea that women's health cannot be easily dismissed.
EBAY
eBay Live is an interactive real time live streaming platform, it allows sellers to showcase products via video, interact with buyers through live chat and sell items immediately through both “buy it now” and live auction formats
we know that people love to bid, and auctions ignite an excitement and almost obsession over these items among buyers but why? Auctions actually tap into several fundamental behaviours with these being the power of competition, that scar-city creates urgency, the role of strategy and the satisfaction of a deal to name a few.
and we love watching them as well with reality shows such as Storage hunters, Bargain hunt, Auction hunters etc
so we wanted to take that feeling around auctions, the excitement of getting your hands on a rare one of a kind item, the competitiveness you get with other buyers
Auction fever
The campaign will consist of a series of different secret auctions held around London where eBay will auction off vintage clothing mystery boxes to really hone in on that niche market of people who love mystery boxes
The Auction will be slightly hidden with print ads dotted around London showing people passing by what could be awaiting them if they follow the ads. Making it almost like a scavenger hunt, playing on the idea that ebay is a place people hunt on to find good buys.
SKIPPY
Over the lasts few year running within Gen Z and millennials have spiked due to combat post pandemic loneliness running allows them to foster community through social running clubs and share experiences this boom is fuelled by acessiable wellness and the aesthetic appeal of running due to social media like TikTok.
SKippy. Always
Peanut butter sachets to be introduced into the meal deal section, similar to how gel sachets are used. Many people especially gym enthusiasts already eat spoonfuls of peanut butter because it’s convenient and packed with nutritional value, including protein and healthy fats.
To promote the product, we collaborate with running and fitness influencers. For example, the campaign feature ssomeone running a marathon, but instead of using traditional energy gel sachets, they’re using Skippy peanut butter sachets. This highlights peanut butter as a natural, tasty alternative for energy on the go while also creating engaging, relatable content.
CREATIVE CONSCIOUS
Gambling in the military is a well known thing, it's so well known that within military branches monthly breifings are held to ensure that people know the dangers and where to get help. However, despite their efforts gambling is still a big issue within the military
The Hidden Trigger
The idea is to reframe gambling through a military lens, presenting it not as entertainment but as a threat. The posters mimic the tone and language of official military briefings, labelling gambling products as operational hazards.
By positioning these familiar gambling formats as dangerous systems that “drain income, erode discipline, and undermine stability,” the campaign speaks directly to military personnel in a language they recognise and trust. Placed in military towns on traditional advertising spaces such as bus stops, the posters aim to interrupt habitual behaviour and encourage reflection, ultimately guiding those struggling with gambling toward seeking help.