Depend: Underwareness
Role: Senior Art Director
Award: Bronze Effie
The Underwareness campaign was centered around reducing the stigma attached to adult incontinence products. Serving as the digital visual creative lead I developed the overall look and feel for the campaign, provided creative direction, designed the responsive landing page and ran the social channels.
For every photo, video or message that is posted to social networks and to YouTube using the hashtags #Underwareness or #DropYourPants, the brand will donated $1, up to a total of $3 million, to the Simon Foundation for Continence and the United Way Worldwide.
Posters
Custom posters photographed in Eastern Market Detroit and used for site and social.
Custom Landing Page
Drop Your Pants and Dance for Underwareness
Drop Your Pants and Dance for Underwareness featured a concert by the band Capital Cities, and a D.J. and dance party. Free Depend products were distributed, and guests were encouraged to shed their pants in on-site changing rooms to put Depend on instead.
Social
New Product Integration
New product, new program design. With the integration of Silhouette Briefs for Women we needed to bump up the femininity while showcasing confident, inspirational women as well as adding a new color into the mix.
