MEAN STINKS by Leo Burnett Chicago for Secret

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MEAN STINKS

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Industry Deodorants
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Creative Director Becky Swanson, Matt Rand
Art Director Sarah Block, Hmi Hmi Gibbs, Yumi Minamikurosawa, Chris Rodriguez
Copywriter Eric Routenberg, Aj Hassan, Natalie Ritter, Matt Miller, David Schermer, Craig Shparago Bobbi Bowers
Designer Mallory Hill, Jason Hopkins, Eing Omathikul, Andrea Lyons
Released January 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE
Product/Service: SECRET
Agency: LEO BURNETT CHICAGO
Date of First Appearance: Jan 1 2011
Entrant Company: LEO BURNETT CHICAGO, USA
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Creative Director: Becky Swanson (Leo Burnett Chicago)
Copywriter: AJ Hassan/Eric Routenberg (Leo Burnett Chicago)
Copywriter: Matt Miller/David Schermer/Craig Shparago (Leo Burnett Chicago)
Art Director: Sarah Block/Yumi Minamikurosawa (Leo Burnett Chicago)
Art Director: Hmi Hmi Gibbs/Chris Rodriguez (Leo Burnett Chicago)
Design Director: Alisa Wolfson (Leo Burnett Chicago)
Designer: Andrea Lyons/Eing Omathikul (Leo Burnett Chicago)
Content Architect: David Moore (Leo Burnett Chicago)
Agency Producer: Laurie Gustafson/Bonnie Van Steen (Leo Burnett Chicago)
Consumer Experience Director: Colleen Leahy (Starcom)
Digital Partner: (IMC2)
Group Creative Director: Christian Wojciechowski (IMC2)
Creative Director: Matt Rand (IMC2)
Assistant Creative Director: Leslie Schaffer/Jennifer Handline (IMC2)
Copywriter: Natalie Ritter (IMC2)
Designer: Mallory Hill/Jason Hopkins (IMC2)
Media placement: Print Campaign - 3 Ads - People, Glamour, Cosmopolitan, Us Weekly, Marie Claire And More - 1 January 2011
Media placement: T-Shirts - Online Giveaways - 15 January 2011
Media placement: Social Media Site - Facebook - 15 January 2011
Media placement: Digital TV - Seventeen.com, YUMe.com And More - 21 March 2011

Insights, Strategy & the Idea
Parents can make matters worse. Schools don’t know what to do. Anti-bullying laws backfire. The rumours, gossip, hateful and hurtful behaviour that girls engage in are often an attempt to cover up their own fears and flaws. So what if instead of giving them lectures, we gave girls the tools to change? The courage to be nice?

As a brand that provides odour protection, Secret expanded its mission to take a stand against all things that stink.

As a brand that supports women, Secret created “Mean Stinks” an anti-bullying program specifically for girls that gives being nice a little badge value, a cool factor, a bit of edge.

Creative Execution
We knew for there to be any hope of getting girls to change their bad behaviour, it would have to feel like their idea. It couldn’t be heavily branded. It should seem slightly subversive. So we put “good graffiti” print in high visibility magazines that encouraged girls to “be nice behind someone’s back” and sent them to a Facebook page with our good graffiti app. (Some girls took the idea further – to their own school restroom walls.) We gave away t-shirts, aired genuine apologies on Hulu that sent girls to a Facebook “confession booth," partnered with experts on teen bullying who could give real time advice on sticky and stinky situations, and simply provided a place, a wall for them to let it all out.

Results and Effectiveness
The response has been overwhelmingly positive. “Mean Stinks” and Secret together garnered over 200,000 Facebook fans literally overnight. The “good graffiti” app was downloaded over 250,000 times. Every day, the Mean Stinks Facebook wall hums with hundreds of girls offering apologies, sharing their stories, asking for t-shirts, supporting each, vowing to be nicer and giving mad props to Secret.