Using a language designed to bring the young public closer to the brand, Sym Premium launched a campaign that invites women to say ‘yes’ to themselves. The action, developed by Area.G, addresses the menstrual period in a questioning and inclusive way in routine situations in the female universe, such as the teenagers’ concern about noticing menstruation at school or even during a casual meeting with friends or a date.
The proposal is to emphasize that the menstrual period should not be treated as a “problem” for women, but as something natural, which is part of everyday life.
The insight of the campaign’s creative process was thought from the yes or sure meme, normally used by young people in relaxed dialogues, especially on social networks. The concept “Say yes to you” seeks to highlight the debate on the challenges of everyday women.
“The campaign is mostly carried out by women and the new Sym Premium line shows that allowing yourself to be allowed is the best way to make menstruation a common and natural theme”, highlights Alexandre Gama, CEO of the agency.
Product: Sym Premium
Campaign: say sym to you
Approval: Fernanda Hermanny, Lucia Rezende and André Giampani
CCO: Alexandre Gama
Executive Creative Director: Marcio Ribas
Creation: Erica Igue, Rodrigo Joia and Márcio Ribas
Production: Mariah bayeux
Service: Silvia Tommasini and Nathalya Cardoso
Scene director: Olivia Lang
Director of Photography: Milena arrow
Art direction: Barbara besouchet
Costume: Barbara besouchet
Executive producer: Henrique Carvalhaes, Paula Lerrer, Ariel Hidal and William Kim
Production coordinator: Henrique Carvalhaes
Assembler: Nathalia Deraco
Post production: Space Gorilla
Cor: Acauan Shepherd