Carefree has a brand belief of ‘unapologetically feminine’. They support women being themselves, whatever form that takes. It’s important to tell the truth and talk about the realities of what it means to be a woman in modern day Australia – especially when it comes to feminine hygiene.

As a brand, they’ve been declining in the market over recent years and are seen as less relevant than their competitors. They needed to make a statement and stand out from how everyone else portrays feminine empowerment and confidence.

Our overall goals were increased brand awareness and brand engagement. Our more immediate goal was to make something young women actually watched – and felt empowered by.

Experienced owners-operators of vaginas share life advice and cautionary tales with a younger generation of women. They end up exploring issues of periods, sex, and changing values with grace and honesty – proving themselves the ultimate in female empowerment.

After filming for a day, we found ourselves with hours of hilarious and touching stories and life advice. We introduced our Matriarchs on YouTube and Facebook with a hero film. We even linked back to the film on Instagram with short teaser videos.

Eighteen short-form videos were also made – all visually arresting enough to actually convince a girl to stop scrolling through her feed. Each one also tied into a product or piece of advice, but also linked back to the hero film.

Together, the videos create an always-on tapestry of content that runs across multiple social and digital channels for a full year.