Fearless 24/7 for Laurier
Laurier had developed one of the world's slimmest sanitary pads. Called the Laurier Super Slimguard range, it is ultra-absorbent, ultra-slim, ultra-comfortable, and known to be very safe (leakproof).
We wanted to build brand loyalty for Laurier not just by saying they were the safest choice for sanitary protection, but to empower women to make bolder choices every day – even if these choices were made during their period.
While it was unfortunate that the clients decided not to take the relationship further due to high production costs on our end, they decided to buy the rights to our creatives, which vouches for how much they believed in the idea. It was finally produced without the creative team's supervision, and could have been more impactful if the original art direction was followed by the production house. Nevertheless, this film script is one of the scripts I'm happy with – I'm grateful for the opportunity to explore the possibilities, and glad to be able to share my thought process with you!
Key Visual
Client: Kao Corporation
Brand: Laurier
Year: 2019
Senior Vice President, Account Management: Eric Chua
Senior Vice President, Account Management: Eric Chua
Senior Account Manager: Sharmaine Teo
Account Executive: Eunice Chiam
Senior Strategy Manager: Simran Gill
Executive Creative Director: Andy Greenaway
Creative Director: Mark Ringer
Creative Director: Mark Ringer
Art Director: Annabella Goh
Copywriter: Debby Wan
