Libresse

For me, especially in the beginning, this was the most uncomfortable case that I have worked on. The longer I was on it, the easier it got. And not because of the design or the difficulty of the design, but the subject; Menstruation.

This campaign is one that encourages young girls to live without fears. Live Fearless is the brand strategy. With this message they want young girls to push their boundaries. That they do and dare. Or 'to dare and not to dare'.

It's like a board game consisting 120 truth or dare posts. With, as mentioned earlier, 120 different challenges. The game is meant for the 'tough chicks', and if you aren't already, you will be. According to Libresse. In this campaign they brought the hashtag #PlayFearless to life. Together with influencers on instagram and youtube they show how the young girls should play 'Play Fearless'. And how much fun you could have with it.

With this underlying idea, they want to inspire the target group to also play the game. By tagging friends who have to do the assignments and be very honest about very personal matters.