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Group745
Group745
Group745
Group745
Group745
Group745

Tampax – IT’S MAN- PROOF

18/10/2016
Advertising Agency
Milan, Italy
25
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Credits
As a real experiment, a group of men is asked to understand and explain how women-things work. In a casting-like location, an hostess bring them a series of boxes with different objects inside: a pair of tights, an eyeliner, a wax kit, a bikini, a pair of lace-up sandals. Every single woman-thing seems to be extremely complicated for men: they try hard to figure out how they work, with no success. In the end, our hostess bring men a box of Tampax Compak. Men quickly understand the simple mechanic of the applicator and they are even able to explain it. A final frame shows the packaging of Tampax Compak and the message of the campaign: so easy, it’s man-proof.
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We believe that change has become the defining characteristic in today’s business environment. The brands that thrive are those that understand this and are designed to manage, capture and leverage the change in the world around them. To that extent, Publicis’ founder Marcel Bleustein-Blanchet’s spirit is still alive: You have to lead the change, if you don’t want to be led by change.

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