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Creative

Libra Wants You to 'Wear. Bleed. Wash. Repeat.' in Campaign from Cummins&Partners

Agency introduces 'The New Period Ritual' in musically driven spot

Libra Wants You to 'Wear. Bleed. Wash. Repeat.' in Campaign from Cummins&Partners

Leading Australian period care brand Libra has launched a new integrated campaign ‘The New Period Ritual’ created to educate on the ease of use when it comes to period underwear.

Leading Australian period care brand Libra has launched a new integrated campaign to mark the launch of Libra Period Proof Undies, created to educate on the ease of use when it comes to period underwear.

Caitlin Patterson, executive general manager of Asaleo Care’s Retail Business Unit, said: “Libra has always had a broad product range that supports women to period their way, so it’s great to be extending that with the launch of new Libra Period Proof Undies. Two in three women are interested in trying period underwear and we know they will be delighted with the ease of use and absorbency of these great new Libra period undies."

Building on the wild success of Libra's brand rally cry #LiveLiberated which launched last year, The Wear Bleed Wash Repeat campaign is an expression of Live Liberated, which breaks down the mental barriers and anxieties around period underwear in a fun and empowering way. 

Central to breaking down the stigma and fears that women have around the product is a song that highlights the easy four-step process of using period underwear. Cummins&Partners commissioned a bespoke music track for this campaign using local female, emerging artist CD and produced the first-ever campaign for Libra created specifically for the TikTok platform.

The musically driven campaign consists of 15 second TV, OOH, digital and social, launching nationally on Sunday night. Along with bespoke executions for TikTok and paid social activity there is a Podcast with Shameless, and a series of social executions utilising brand ambassador, Abbie Chatfield bringing to the forefront the ease of introducing period underwear to your period ritual.

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Client

Caitlin Patterson: Executive General Manager – Retail

Laura Demarchi: Head of Marketing – Libra & TOM

Julia Spargo-Ryan: Senior Brand Manager - Libra

Taylah Johnson: Brand Manager - Libra

Agency

Group Account Director: Marnie McKenzie

Account Director: Juno Forster

Strategy Planner: Bec Alexander

Art Director: Melany Ang

Copywriter: Claudia Sarosiek

Executive Producer: Karley Cameron

Broadcast Producer: Steph Watt

Print Producer: David Findlay

Production

Director: Greta Nash

DOP: Alice Stephens

Production Designer/Wardrobe Stylist: Imogen Walsh

Gaffer: Dan Carr

Photographer: Helen Dinas

Editor: Jesse Richards

Music and sound

Music: CD and Michael Cooper

Sound House: Bang Bang Studios

Grade

Grade: Abe Wynen (Crayon)

Media

Media: OMD

Social

Social Agency: Overport

Category: Beauty & Health , Sanitary protection

Genre: Musical