In May 2019, thanks to our wonderful friends at Femmeconomy who recommended us - we were approached to execute creative for female underwear disruptor ModiBodi. Our first round would be for Incontinence Week. Incontinence isn’t your usual glamorous advertising brief to crack since we’re dealing with the “involuntary or accidental loss of urine or faeces or wind”. On top of that, we’re talking about a very sensitive issue, spoken about even less than women’s periods and isn’t easy to ideate around. That aside, as a creative who loves cut-through and challenges, this brief posed an incredible opportunity to create something truly fresh and novel.
Without moving too far away from Modibodi’s present creative, I crafted an initial theme that spoke to the reassurance all women need that issues we hide in shame are often given relief when we realise that they are universally shared. Given that incontinence is a problem for over 6M Australians, and with over 85% affected being women - women should feel reassured that seeking solutions to a problem they often ignore or pretend isn’t happening, is okay and should be encouraged - and that it is something most people will or have experienced, and isn’t shameful.
Playing on the founder’s story originating from a lack of accessible underwear that could support incontinence issues after birth, the client was won over with my simple line of:
“Everybody leaks. Sometimes.” Or “Everybody leaks sometimes.”
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