Advertised brand: Buscofem
Advert title: #MyPainMatters
Translation of headline to English: #MyPainMatters
Advertising Agency: Cappuccino Digital, São Paulo, Brazil
Creative Director: Vitor Elman and Camila Teshima
Art Director: Bruno Arruda and Yves Maki
Copywriter: Camila Teshima
Production: Estudio Mol
Published/Released: March, 2017
Description/Release synopsis:
Through social listening, we understood what our target wanted. It wasn’t talking about fashion or beauty. They wanted to speak up about their pains. They want to talk about their menstrual pain and the other pains about being a woman in our society. So we’ve created a movement with an empowering message: “#mypainmatters”. For the Women Day in Brazil we’ve launched a video with real and strong women talking about what they hear day by day about their menstrual cramps and about being a woman in their fields of work. A house cleaner, a musician, a film maker and a kung fu fighter showed that their voice matters, their body matters and their pain matters. To continue the message we’ve create a powerful identity with illustrations of situations and messages that our audience identified themselves through a range of different posts formats, GIFs, videos, etc.