The One Show
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Category
Craft / Writing
Annual ID
OS24_SM116M
About the Work
Life’s a lot for young people. Heartbreak. Anxiety. Moving out. Coming out. Sex. #hustleculture. The f***ing climate crisis. Men. Then you get your period. To introduce Modibodi, Australia’s leading period underwear brand, to Gen Z, we created a new series built exclusively for their favourite platform – TikTok. Five episodes, four housemates, all getting their periods at the same time. A taboo-breaking celebration of life today for young menstruators, exploring issues like baby-gay hook-ups, endometriosis flare-ups, accidental period sex stains and more. Created with the production value of TV, crafted for 9 by 16. Featuring a cast, crew and writer’s room made up female and non-binary Gen Z talent, original screenplays dripping with cultural nuance and original music for each episode. But we couldn’t just put the episodes on Modibodi’s Tik Tok channel and expect people to watch it. To make the algorithm work for us and drive views, we collaborated with TikTok to create an entire ecosystem of BTS content that tapped into platform trends and topics of interest.
This fresh approach to delivering content achieved huge results, helping an entire generation of young menstruators fall in love with the Modibodi brand. Slay. +12 Million views in 4 weeks +91.4% increase in brand engagement +44% increase in website traffic +75% increase in sales .
“This has set the benchmark for how brands should show up on TikTok” – Denny Handlin, Head of Global Business Marketing, TikTok AU/NZ.
This fresh approach to delivering content achieved huge results, helping an entire generation of young menstruators fall in love with the Modibodi brand. Slay. +12 Million views in 4 weeks +91.4% increase in brand engagement +44% increase in website traffic +75% increase in sales .
“This has set the benchmark for how brands should show up on TikTok” – Denny Handlin, Head of Global Business Marketing, TikTok AU/NZ.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Howatson+Company / Sydney
Production Company
Finch / Sydney
Music / Sound Production Company
Mosaic Music and Sound / Sydney
Art Director
Elly Pipiciello
Chief Marketing Officer
Liana Lorenzato
Chief Strategy Officer
Dom Hickey
Copywriter
Katy Hulton
Creative Director
Jared Wicker
Scott Zuliani
Design Director
Trent Michael
Designer
Eleanor Donley
Sam Reiher
Director
Arundati Thandur
Director of Photography
Tom Black
Executive Creative Director
Gavin Chimes
Executive Producer
Loren Bradley
Producer
Amy Dymond
Head of Design
Caroline Gilroy
Lead Copywriter
Jacque Kennedy
1st Assistant Director
Kate North-Ash
Art Direction Lead
Lucie de La Chaise
Brand Manager
Caitlin Lilley
Business Director
Sasha Thariani
Communications Director
Lucy Lamming
Creative Lead
Grace O'Brien
Head of Craft
Ellena Mills
Head of Production
Holly Alexander
Junior Producer
Charlotte Breene
Managing Partner
Kristie Thistlethwaite
Marketing Coordinator
Michelle Baker
Marketing Director
Dalia Adler
Original Composition
Adam Moses
Production Designer
Alice Lanagan
Senior Account Manager
Dede Stewart
Senior Editor (Content)/Colourist
Kel Gronow
Senior Editor (Series)
King Yong
Stills
Sim Kaur
Stylist
Lyn Mathuthu
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