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Libra: #LiveLiberated
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Leading Australian period care brand Libra is not afraid to push against the boundaries of societal norms when it comes to their advertising campaigns. Following on from last year’s #bloodnormal campaign, Libra has launched #LiveLiberated via Cummins&Partners, an unapologetically female-driven campaign made by women, for women. The campaign strives to make women feel powerful and authentic, while subverting the pressures to conform to unattainable standards of perfection. Created by Cummins&Partners, which was appointed by Libra as its creative agency earlier this year, the campaign features a cast of five women, each with their own distinct character. The women express confidence, determination, power, defiance and playfulness, while at the same time rejecting the confines of what society deems ‘normal’.
Bec Alexander – Strategy Director Related |
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