The amusing spot shows how feminine hygiene products get in the way and was also created by an all-female team
In an effort to disrupt the gender balance, the DivaCup is launching its first campaign with an all-female creative and production team. In fact, this was the first ever all-female commercial production crew in Canada and with women currently making up a mere 23% of crew members.
There has been little effort over the last 20 years to bring change to the gender imbalance in advertising, luckily, we’ve seen recent initiatives like, Free the Bid, a pledge to give women directors a voice in advertising. “We were thrilled to see action being taken by a brand in the Canadian market, we saw this project not only as an opportunity as directors but also our chance to support other women in our industry,” says Dorota Kepka, art director and film director.
The idea of an all-female crew was inspired by Heyd & Seek, in collaboration with Temperance Marketing and D&T Creative. Cynthia Heyd of Heyd & Seek adds: “the DivaCup is a relatively new category disruptor in feminine products and the client was looking for a team that could relate to women’s needs first-hand. Dorota and Tara were an obvious choice to handle both the creative and directing of the project.”
The DivaCup campaign is also a directorial debut for Tara Wright and Dorota Kepka, proving women are equally capable at making us laugh. The 30 second TV spot uses humour to expose awkward, relatable female moments and informs women that switching to The DivaCup can ‘Stop Period Paranoia’. Alongside the spot, the DivaCup is launching a Canada-wide US and Mexico campaign with digital teasers and print.
The all-female model was well received. “The energy on set that day was incredible. It was as if everyone just knew this was something special and felt proud to be part of it,” says Cynthia Verona of Heyd & Seek.
“We want to continue working with great brands looking to disrupt the status quo. The only way we’re going to see more women in these roles, is by hiring more amazing, inspiring, talented and deserving women,” says copywriter and film director Tara Wright.