CLIENT
TENA - Essity
NA NA, Global Marketing & Communication Director TENA
NA NA, Global Brand Communication Manager, Incontinence Care
NA NA, Senior Brand Manager
AGENCY
Paul Shearer, Chief Creative Officer
Marie Claire Maalouf, Executive Creative Director
Sarah Berro, Creative Director
Irina Siraeva, Senior Art Director
Salma Shahin, Senior Account Manager
Haitham Elias Shaheen, Senior Account Executive
Hiram Naman , Regional Head of Production
Ali Rez, Regional Executive Creative Director
Ryan Gonsalves, Editor
Lora Van Hooff, Strategy Director
Estelle Khayat, Integrated Strategist
Lina Ibrahim, Junior Strategist
Ana Julia, Junior Strategist
AMV BBDO
Alex Grieve, Chief Creative Officer
Toby Allen, Deputy ECD
Jim Hilson, Deputy ECD
Laura Hazell, Account Manager
Rob Sellars, Agency Planner
Harriet Harrison, Board Account Director
Anghami
NA NA, Music Artist
NA NA, Music composer
NA NA, Project Manager
NA NA, Co-producer
Big Kahuna Films
NA NA, Executive Producer
NA NA, Director
NA NA, Art Director
NA NA, Editor
NA NA, Editor
NA NA, Post Producer
Zenith Media
NA NA, Senior Manager
NA NA, Media Manager
SUMMARY
The taboo around menopause was making it challenging for TENA to lead conversations around the need for adult incontinence products. Our enemy was the term ‘Age of Despair’ which existed in the Arab language in the absence of the word ‘menopause’. Through inciting a movement driven by women in the region, we removed the negative term in the Arab dictionary and replaced it with the empowering ‘Age of Renewal’, getting UN endorsement in the process. And by standing for something, we managed to become the number one brand in category.
