Ogilvy & Mather art director Peepo David has been playing with the idea for quite some time already, executive creative director Eric Yeo said. The concept was fairly straightforward and instead of showing the product, like so many ads for sanitary pads do, it focused on showing “the feeling that Carefree gives the user,” Yeo said.
The biggest challenge that the team encountered in making the ad was the fact that they weren’t so sure how women would react to the idea and might even find it offensive. So they showed the ad to the women at Ogilvy and were relieved that they loved it and didn’t find it offensive, which was a green light for them to shoot the TVC, and then showed it to their client.
Fortunately, the client appreciated the fact that the team went ahead and had fun with the brand according to Yeo. “We’re quite thankful that in Ogilvy a really great, simple, creative and most of all, effective idea is always pursued regardless of the challenges,” Yeo said. “When we see a great idea, you can bet we’ll never let go of it.”
Credits:
Title: Anna
Client: Carefree
Agency: Ogilvy & Mather Philippines
Executive Creative Director: Eric Yeo
Creative Director: Lito Gemora
Copywriter: Gerry Cacanindn
Art Director: Peepo David/Ryder Aquino/Lito Gemora
Agency Producer: Wishnie Torres/Dhang Santiago (Redworks Manila)
Account Manager: Wanda Pascua
Producer: Krishna Lopez
Director: Lyle Sacris
D.O.P.: Dix Buhay
Editor: Lyle Sacris
Editing Company: Underground Logic
Sound Design/Arrangement: Doris Reynaldo
Musical Scoring: Jeff Arcilla/Isaac Garcia
Post Production Colorist: Aurie Andend
Online Artist: Armand Quimpo
Animation: Matt Uy
CG Artist: M. Mercado/A. Padilla/R. Reyes/Jp Estevez/2r. Reyes/G. Tenorio/S. Dolero/M. Doctolero
