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Challenge: Create a Free Standing Insert (FSI) with a sales message to women 50+ who cannot start their day with confidence until they have had a bowel movement.
The creative brief directed me to show a representative consumer enjoying a typical morning activity, e.g., drinking coffee, going for a morning walk.
Solution: We satisfied that direction, but also created this version, which exaggerates that freedom and presents a more youthful self-image for these women.
This “how far out you go is up to you” idea is highly campaignable across all media—a real value-added contribution to a one-off FSI assignment.
The brand manager (ex-P&G) said it was one of the best responses to a creative brief he’d ever seen.
Services Provided:
- Concepting
- Design
- Copywriting