Ad Nut
Jun 14, 2016

Sofy BeFresh imprisons 'period people' to stand out in too-serious category

From Australia: ‘Sofy BeFresh No Escape’ for Unicharm by J. Walter Thompson Melbourne

Advertising Australia’s first 'clean barrier' technology in pads, Unicharm has released advertisements depicting multiple demonstrations of the new technology at work—represented literally through its ability to lock ‘period people’ in its cell-like padding forever.

Ad Nut likes the literal use of a padded cell as a way to illustrate the new technology, and the personification of blood creates amusing situations where the ‘period people’ come up with increasingly frantic tactics to try escape their inescapable prison.

With its infusion of comedy, Ad Nut feels the campaign stands out from the “sea of sameness” that Celeste Whitelaw, strategic planner at J. Walter Thompson, found, by not taking itself too seriously and injecting much-needed humour into an otherwise normally not-fun aspect of life.



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

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