Secret Case study MEANAMORPHOSIS by Hsi, Leo Burnett Chicago, The Whitehouse

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Industry Deodorants
Media Case study
Market United States
Agency Hsi
Director Ryan Ebner
Agency Leo Burnett Chicago
Executive Creative Director Dave Loew, Susan Treacy
Art Director Jon Wyville
Agency The Whitehouse
Production Optimus
Producer Larry Gold
Editor Matthew Wood
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Branded Content & Sponsorship Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser: PROCTER & GAMBLE

Global Chief Creative Officer: Mark Tutssel (Leo Burnett Worldwide)
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: Susan Treacy/Dave Loew/Jon Wyville (Leo Burnett Chicago)
Creative Directors: Aj Hassan/Diane Magid (Leo Burnett Chicago)
Art Director: Jon Wyville (Leo Burnett Chicago)
Copywriters: Dave Loew (Leo Burnett Chicago)
Group Executive Producer: Rob Tripas (Leo Burnett Chicago)
Agency Producer: David Moore (Leo Burnett Chicago)
Executive Producer: Maddi Carlton (HSI Productions)
Producer: Larry Gold (HSI Productions)
Director: Ryan Ebner (HSI Productions)
Cinematographer: Marten Tedin (HSI Productions)
Production Designer: Charles Infante (HSI Productions)
Editor: Matthew Wood (The Whitehouse)
Music: (Human)
Post Production: (Optimus)
Group Account Director/Account Supervisor: Cindy Blikre/Kristin Ware (Leo Burnett Chicago)
Chief Innovation Officer: Mark Renshaw (Leo Burnett Chicago)
Strategy Director: Jason Parker (Leo Burnett Chicago)
PR Agency: Marina Maher Communications ()

Results and Effectiveness

Meanamorphosis is being distributed and screened at middle and high schools across the United States. Thousands of girls have viewed the film in-person, taken part in discussions about bullying, and made an anti-bullying pledge to “Gang up for Good.” The film is also featured at and the Mean Stinks Facebook page. The results so far include 1,292,392 million “acts” of girls’ Ganging Up for Good with their own user-generated Facebook posts, Tweets, and new fans to Mean Stinks social channels.

Creative Execution

Meanamorphosis is the story of a bully whose mean behavior causes her to change in an unusual way. But the film isn’t just seen, it’s also smelled. To create a multi-sensory experience, Meanamorphosis comes with a “scratch & sniff” card. Some of the scents smell nice (one is Secret deodorant), but some are as nasty as the bully herself. The film is being delivered directly to schools in a Mean Stinks Anti-Bully kit, an “assembly-in-a-box” that includes a film discussion guide to make it easy for teachers and counselors to screen the film and get kids talking about the problem.

Insights, Strategy and the Idea

In North America, bullying among teen and pre-teen girls is an epidemic, but they have a hard time talking about the subject. As part of the Mean Stinks program from Secret deodorant, the short film Meanamorphosis was created to start a conversation and encourage girls to combat bullying and “Gang up for Good.” Secret exists to help women be more fearless. Mean Stinks is the brand’s grassroots effort to make bullying socially unacceptable so that girls can grow up to be confident, supportive women who become a force for good.