Its’ not every day that we get excited about boards for feminine hygiene products. Okay, we never get excited about boards for feminine hygiene products. That was until we were approached by M&C Saatchi Abel for Erica Brumage to direct their ‘We Are Women’ commercial for Lil-Lets. It takes an innovative agency with an inspired creative team (Sonja Fahn, Gordon Ray and Wouter Lombard) and an intrepid client (Darlene Smith) to come up with a campaign without a single packshot or product placement. No tight white pants, no cartwheels, no wings – simply, a celebration of women.
The result speaks for itself – it will give you goosebumps and might even move you to tears.

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