Dri-Fit - "DriFit - Lily's Story"

Publicis Sapient

Publicis Sapient Boston, Estados Unidos

5029

Marca: Dri-Fit
País: Estados Unidos

Anunciante: First Quality

Título	DriFit - Lily's Story
Agencia	Publicis Sapient
Campaña	Dri-Fit Lilly's Story
Anunciante	First Quality
Marca	Dri-Fit
Fecha de primera difusión/publicación	2017 / 10
Sector Empresarial	Salud, higiene y productos farmacéuticos
Sinopsis (Lengua original)	Dri-Fit launched a 360 campaign for its fiber blend ingredient, which is found in Adult incontinence and feminine care products. The campaign video takes an honest approach, rejecting the trope of smiling couples walking on beaches, and instead highlighting what real people already know: whether it's a first period, first child or first incident of incontinence – the biggest changes in life are often the most difficult. Told through the story of a father and daughter growing old together, the campaign's creative content showcases the strength of their relationship by featuring snippets of their biggest life changes, while pointing to how Dri-Fit™ can help to make tough changes Feel More Natural™ The campaign also features a new website, madewithdrifit.com which provides insight into the science behind Dri-Fit technology, as well as paid digital, partner content, radio spots, and PR and social support. Dri-Fit is made by First Quality, a privately held company. Lilly’s Story garnered over 3 million views in the first month since launching on YouTube. The spot was picked up by numerous press outlets and even landed on AdAge’s Viral Video Chart in its first week. The campaign has since gotten 33MM views and 185MM media impressions… and counting.”
Medio	Web Film
Duración	96 seconds
Director creativo	Brian Brown
Associate Creative Director/Art Director	Peter Wagoner
Associate Creative Director Design	Derek Montgomery
Responsable de conceptos / redactor	Josh Stein
Director artístico	Aidan McDermott
Director artístico	Jessae Brown
Diseñador	Christina Bull
Diseñador	Sam Szerlip
Brand and Digital Strategy Director	Daniela Lobo
Strategist	Annie Goodman
Strategist	Marjorie Figueroa
Strategist	Kathleen Hartnett
Director de cuentas	Liz Papasakelariou
Productor ejecutivo	Mike Diaz
Agency Editor	Javier Urquiza
Realizador	Samuel
Realizador	Gunnar