Mean Stinks by Leo Burnett Chicago for Secret

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Mean Stinks

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Industry Deodorants
Media Digital, Interactive & Mobile
Market United States
Agency Leo Burnett Chicago
Executive Creative Director Susan Treacy
Creative Director Diane Magid
Copywriter Aimee Willis, Charlotte Haynie
Producer Laurie Gustafson
Released February 2013

Credits & Description

Media: Online
Category: Health & Beauty
Agency: Leo Burnett
Brand: Secret
Geo: Americas, United States
Because most girl-to-girl bullying happens between friends, Mean Stinks is promoting spreading nice between friends on Valentine’s Day.

Here’s how it works:
We’re asking Mean Stinks followers on Twitter (@meanstinks) and Facebook (http://www.facebook.com/meanstinks) to DM Mean Stinks a message to their friend, we will design it into a digital card/animated gif, Facebook cover, or iPhone screen for her to send to her friend. You can follow the conversation in real time tomorrow at MeanStinks.com.

Advertising Agency: Leo Burnett Chicago, USA
Global Creative Director: Mark Tutssel
NA Creative Director: Susan Credle
Executive Creative Director: Susan Treacy
Creative Director: Diane Magid
Art Directors: Emma Arnold, Kathryn Dudkiewicz
Copywriter: Charlotte Haynie, Aimee Willis
Creative Technologist: Kevin McGlone
Executive Producer: David L. Moore
Producer: Laurie Gustafson
Account Management: Cindy Blikre, Kristin Ware, Megan Hague
Strategist: Stephanie Kelly