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Meno Active Sends a Letter to Menopause in Spot from Bonfire

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Donal Moloney directs reflective commercial created by Bonfire

Meno Active Sends a Letter to Menopause in Spot from Bonfire

2021 was the year that finally brought the topic of menopause the attention it deserved.

Thanks to Joe Duffy in Ireland and the likes of Davina McCall and Mariella Frostrup in the UK, conversations about menopause exploded across the airwaves and social media. Thousands of women contacted the Liveline radio programme with harrowing stories of menopause. It became very apparent that for years women experiencing menopause had been largely ignored and extensively mis-diagnosed. Many felt patronised, insulted and utterly humiliated. But the single most common issue was simply not being listened to.

So when Revive Active was developing their Meno Active Super Supplement, the company undertook extensive research, not just on efficacy, but also to listen to what women were saying. Along with the wealth of stories and feedback on the Liveline programme it was this material that directly inspired the brand strategy and brand personality for Meno Active.

The launch TV commercial, which was created by Bonfire, features the thoughts of a woman reflecting on her journey through Menopause. But really the thoughts are of a multitude of women. The words are those of many women struggling with this stage of their life. To bring the level of empathy that was essential for the film, Bonfire turned to the talented director, Donal Moloney. In recent years Donal has drawn much acclaim for his award winning approach to sensitive documentary film making including ‘Let the Rest of the World Go By’ ‘and Quattro Colori. The commercial was photographed beautifully on a golden dawn morning with Ireland’s Eye island silhouetted in the distance. 

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Client

Advertiser: Revive Active

Product: Meno Active

Head of Brand: Helen Mannion

Senior Brand Manager: Joanne Clancy

Brand Marketing Executive: Aaron Fahy

Creative Agency

Creative Agency: Bonfire

Concept: Sean Hynes, Ian Doherty.

Copy: Ian Doherty, Sean Hynes.

Art Direction: Aoife McLoughlin, Sean Hynes.

Creative Director: Sean Hynes

Account Director: Steph Coates

Strategy: Ian Doherty

Agency Producer: Dave Brady

Production

Director: Donal Moloney

Editor: David Blake, RunRobot

Sound

Sound Company: Scimitar

Sound Design: Dean Jones

Client

Categories: Beauty & Health, Supplements

Bonfire, Mon, 04 Oct 2021 15:51:00 GMT