Personal Care

Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.



Always #LikeAGirl - Unstoppable

The first #LikeAGirl film was one of the biggest success stories in the world, propelling the Always brand to new heights. This year, we needed to create a program that was even more compelling than the original. We were tasked with 3 key objectives: increase awareness, increase emotional connection and drive measurable increase in sales. With #Unstoppable, we focused on the limiting boxes society puts girls in. We wanted to make these boxes visible and inspire everyone to help girls smash them and be Unstoppable #LikeAGirl. Once again, we empowered women around the world while increasing sales.

Brand: Always
Client: Procter & Gamble
Agency: Leo Burnett Toronto
Language: English

Prepare for the Second Hug

Moms don’t think about diapers until their baby is born and they receive them at the hospital. The procurement department makes the decision about the one thing that touches her baby’s skin from the moment he or she is born. We needed mom to take control and not let her baby’s care be outsourced, so we got mom to choose her diaper before she had baby. Since the beginning of the effort, the brand has seen an ROI of 2:1.

Client: Kimberly-Clark
Agency: Ogilvy & Mather
Language: English

Smellcome to Manhood

For years, AXE dominance in the body sprays category had gone largely uncontested. With over 80% of the market they have a monopoly over young guys. So how could Old Spice compete? We used moms to turn our sprays into a symbol of transition from boyhood to manhood, and told that story from the perspective of their moms. The campaign helped Old Spice win the battle of the buzz and engagement as well as growing the business in double digits for the first time in the history of the brand.

Brand: Old Spice
Client: Procter & Gamble
Agency: Wieden+Kennedy
Language: English

2020_us_2020_e-5032-428_hero_1 Olay Killer Skin
2020_us_2020_e-5381-246_hero_1 Gillette Gillette - We Believe
2019_ca_2019_e-51-413_hero_1 Kleenex Made for Doers

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