MULTI-GYN BACK TO BRILLIANT, BACK TO UNSTOPPABLE CAMPAIGN DEVELOPMENT

The Brief

Provide an evolution to the existing and hugely successful ‘Back to Brilliant’ campaign, for a new wave of media. The evolution had to embody Multi-Gyn’s new killer claims, shout about their new innovation and work across multiple markets, all while still feeling a part of the original ‘Back to Brilliant’ campaign, which lifts the lid on intimate health problems, and normalises it, positioning Multi-Gyn as a partner to getting back to normal as quickly as possible.

Moodboard - Multi- Gyn

The Concept

There is a subdue confidence that lies within you. One where you can hold the attention of the room with just your presence. This confidence comes from the empowerment you feel when you’re in control of your intimate health.

How? You have Multi-Gyn by your side, with its quick, safe and clinically proven care. Whether that’s quickly and effectively treating the symptoms of Bacterial Vaginosis or Thrush, or restoring your vaginal Flora and pH, we’ve got solutions to get you back to brilliant.

This leaves you unstoppable. You aren’t afraid to be unapologetically yourself. You show the world that these ‘taboo’ subjects are nothing to be afraid of, using this knowledge as power. The power to better health.

And we show this concept through just that– powerful female figures. Direct references to intimate health. We play on the innuendo, to liberate us, not to make fun of. It’s an infectious energy we want to catch. One you can’t put your finger on, but it is just a part of your brilliance. You’re unstoppable.

This is where our characters were born…

  • The Sculptor

  • The Flora(l) Lover

  • The Physical Balance

The Execution

Three hero digital-first videos which played on both our core characters, their symptoms (depicted in their environment) and Multi-Gyn’s hero product to ease these symptoms. Each asset ended with our lead being their unstoppable selves, with a killer claim back to the brand. These were complimented by lifestyle and product images to use across POS, Amazon and e-commerce and digital media.