Carefree was in need of a makeover and wanted to relaunch themselves from being known as 'nanna' brand into one that was relevant amongst young women and teens. More importantly, we had to make the public get over their awkwardness surrounding periods and vaginal health.
These TVCs made a few people get their knickers in a knot (perhaps because they were aired during dinner time) and had the dubious honour of having the top 2 spots in Australia's most-complained about ads in 2014 by the Advertising Standards Bureau. Yay.
The print police kept silent however.
All works © 2017 Nadia Ahmad