It takes Poise
After winning the global Poise business in 2019, we created a global brand platform to help normalise the bladder leaks 1 in 3 women experience. We placed bladder leaks in the context of all the other B.S. women deal with. It’s just one more thing that women handle with poise. ‘It takes Poise’ was executed through TV, Print, Banners, Digital Video, Branded Content and more than 40 unique social executions.
Role: Global Creative Lead & SVP, Executive Creative Director
Client: Kimberly-Clark
Agency: FCB, Chicago
It takes Poise: Olympics Social
To bring 'It takes Poise' into culture, we tapped the Olympic moment by using the same sports women were watching to normalise the leaks they experience during exercise. Basketball, soccer, tennis and track became the backdrop for a simple truth: bladder leaks don't stop women from playing.
One by Poise: Canfessional
To launch One by Poise, Poise’s first 2-in-1 period and bladder leak pad, we created Canfessional: a safe, disarming space for women to talk openly about periods, leaks and real life. We partnered with influencers already known for saying it how it is. Each received a clear brief and a set of specially created props, then the freedom to interpret the idea in their own voice and style. The result felt authentically theirs while remaining unmistakably part of the same campaign, helping normalise a conversation no brand voice could have carried in quite the same way.