Whisper and Grey HK Campaign 'Protection Beyond Imagination' Wins at the Muse Awards

The work, for P&G Hong Kong Whisper, Protection Beyond Imagination, won Three Gold and Three Silver at the Muse Creative Award 2023.

Chinese women today are demanding more from their sanitary pads when it comes to functionality, comfort, and most importantly safety and health. Most believe that their sanitary pads can’t sufficiently protect them from bacteria-causing sickness and allergies like eczema.

While cotton fibre commonly used in sanitary pads absorbs liquid efficiently, it does not fully guarantee the protection and comfort women are looking for. Whisper has developed a ground-breaking innovation called Flex FoamTM, a proprietary material that continuously absorbs and locks in fluid for more secure and leak-free protection.

The innovation of Whisper Flex FoamTM lies in the perfect integration of comfort and protection.

The Door God was used as a symbol - culturally known in China to protect people from danger and misfortune - to demonstrate the incredible protective strength of Flex FoamTM.

Chinese elements are embedded in the illustration design to represent good fortune such as the cloud-like shape of the sanitary pad found in the god’s armour and weapon. The visual texture of the illustration also uses the same material of Flex FoamTM to symbolise soft comfort.

Overall, the artwork captures the protective power of Whisper Flex FoamTM that makes it truly beyond imagination.

Joe Yue, creative partner (P&G) Grey Hong Kong said, "From the Door Goddess of Chinese mythology to the modern-day guardian of Whisper - protection that transcends time and empowers women to fearlessly take on the world. Winning at the Muse Creative Award fills me with a sense of pride and honour, recognising our team's dedication and hard work on this campaign.

This recognition inspires us to keep striving for creative excellence, pushing the boundaries of imagination."

Award win details: Three GOLD in Advertising –online and banner, Marketing & Promotional -Illustration, categories and Three SILVER in Advertising – advertising campaign and newspaper, Marketing & Promotional – poster, categories.

Award Website: MUSE Awards Winners | Worlds’ Best Creative Design Portfolio