Tena: I will Be Me by AMV BBDO
- Location:
Tena imitates Victoria Secret's iconic catwalk ad on central london billboards to break taboos around incontinence.
Developed by AMV BBDO, the 'I Will Be Me' campaign re-imagines the Angels catwalk image, placing women aged over the age of fourty in place of its models.
To drive greater impact, the ads appeared as a 48-sheet billboard on Tottenham Court Road and digital 6-sheets in Oxford Street.
To campaign is to promote its Silhouette Noir knickers which Tena has designed to help women feel 'sexy' with incontinence struggles. With a low waist offering discretion, the pants look and feel more like traditional underwear, than standard incontinent pants.
Mimicking Victoria Secret sexy advertising works to glamourise incontinence and show how by wearing the new pants, women can feel as sexy as the angels.
Credits
Project: TENA Women Victoria’s Secret PR Activation
Client name & job title: Anna McCrory Senior Brand Manager
Creative Agency: AMV BBDO
Creative Director: Verity Fenner
Copywriter: Augustine Cerf
Art Director: Lauren Peters
Agency Planner: Rob Sellars, Tom White
Agency Account Team: Tessa Brisbane, Laura Hazell, Phoebe Swan
Agency Producer: Rhiannon Nicol
Agency Project Manager: Sammy Kennard
Agency Designer: Max Henderson
PR Agency: Finn Comms
PR Account Team: Rebecca Jones, Naomi Biltcliffe, Simonne Vickers
Media Agency: Zenith
Media Planner: Libby Sanderson
Production Company: TonicReps
Photographer: Vicky Lawton
Production Co. Producer: Chelsea Stemple
