2019 Brand Experience & Activation

THE MISSING PAGE

TitleTHE MISSING PAGE
BrandLABORATOIRES IPRAD
Product/ServiceSAFORELLE
Category A02. Healthcare
Entrant SERVICEPLAN FRANCE Paris, FRANCE
Idea Creation SERVICEPLAN FRANCE Paris, FRANCE
Media Placement SERVICEPLAN FRANCE Paris, FRANCE
PR SERVICEPLAN FRANCE Paris, FRANCE
Production TRINITY FILMS Paris, FRANCE
Credits
Name Company Position
Alexander SCHILL SERVICEPLAN GERMANY Global Chief Creative Director
Daniel PEREZ SERVICEPLAN FRANCE Chief Creative Officer
Dimitri GUERASSIMOV SERVICEPLAN FRANCE Chief Creative Officer
Fabien TEICHNER SERVICEPLAN FRANCE Chief Creative Officer
Matthieu MEMBRÉ SERVICEPLAN FRANCE Creative Director
Véronique ERB SERVICEPLAN FRANCE Art Director
Chloé ROSIAUX SERVICEPLAN FRANCE Copywriter
Tram-Anh Nguyen NGUYEN SERVICEPLAN FRANCE Art Director
Julien DONEZ SERVICEPLAN FRANCE Assistant Copywriter
Damien FAZZOLARI SERVICEPLAN FRANCE Assistant Art Director
Frank WILLOCQ SERVICEPLAN FRANCE Producer

Why is this work relevant for Brand Experience & Activation?

This work is particularly relevant for a Brand Experience & Activation Lions, because The Missing Page creates a new kind of connection between the brand and its target. Once they get The Missing Page, by uploading it from the Brand's website, or by receiving it from the hands of a prescriber, the teenagers could paste the page in their schoolbook to replace the incomplete one.

background

Saforelle, a brand of products and treatments for women's intimate and personal hygiene, asked the agency to help them increasing their reputation, and the brief was simple: please create an activation for International Women's Day which is happening on 8th March 2019. As an agency, we have decided to go further than the client's requirements. We seized the opportunity to transform this brief into a real global activation campaign that would become a game changer for our client.

Describe the creative idea (20% of vote)

Still in France, in 2019, contrary to men's sex anatomy, no single Biology & Science schoolbook totally represent female genitals. The clitoris is either absent or incorrectly or partially illustrated. In addition, most manuals do not provide an external view of the female genitalia. Since none Science & Biology schoolbook completely represents the female anatomy, the agency created The Missing Page. Unlike all French schoolbooks, The Missing Page fully represents female sex anatomy including clitoris’ complete anatomy, it’s role in sexuality and the vulva’s detailed external view. Thanks to it’s adhesive system, teenagers can paste The Missing Page in their schoolbooks in order to learn correct women anatomy.

Describe the strategy (20% of vote)

We have decided to go on a committed campaign that could help French society become more inclusive and equal. We targeted a part of the population that is particularly sensitive and open to gender equality issues and the place of women in society : the teenagers. we targeted young girls in the process of discovering their body and sexual potential, but also young men because this topic is a human topic and not just a female matter. Acknowledging that none Science & Biology schoolbook completely represents the female anatomy, we have raised this issue to young girls: How to take care of your privacy if you don't know it? Therefore we convinced Saforelle to go on a committed campaign that could help French society become more inclusive and equal. Following the agency's advice, Saforelle has endorsed the idea of going for a campaign that would reduce inequalities in sex education.

Describe the execution (30% of vote)

The Missing Page was launched both offline and online: - Offline, The Missing Page has been published in French youth press, and distributed through a street marketing campaign to teenagers in major French cities. - Online, with a digital film in which mothers and their 16-year-old daughters participated in an educational experience: confronted waith a female gender pattern without any legend and to be completed, the majority of them hesitate, make mistakes while also sharing moments of complicity. This online video was shortcut and broadcast through a preroll campaign that directed to the website where teenagers, teachers or any person who wish to get The Missing Page could order or download it. Thousands of "Missing Page" which could be stuck over any incorrect page in science manuals were finally printed and distributed.

List the results (30% of vote)

Thanks to the film of the operation, the example of France opens the discussion on the knowledge of women's intimacy in each country, especially on social networks. Saforelle thus offers all women an educational and useful initiative, in line with its commitment to a better understanding of their intimacy. - 150 K Missing Pages have found their place in schoolbooks. - 1 M social media interactions - 200 K earned media impressions