West Coast Eagles
Lucy Peach
My Greatest Period Ever
The Opportunity
PERIODS SUCK.
Except they don’t.
The menstrual cycle has given us all life, literally. And when you understand how your hormonal cycle drives you, then you can begin to take the wheel.
Lucy Peach needed to get people curious about their cycle.
The Insight
YOUR HORMONAL CYCLE HAS SUPERPOWERS
The month long cycle actually has four distinct hormonal phases, and each phase make us feels very different.
But! Once you understand each phase, you can channel it into four superpowers for… well, whatever you like.
The solution
A WOMB RAINBOW.
FOUR COLOURS FLYING OUT OF LUCY PEACH’S UTERUS TO GET PEOPLE PUMPED ABOUT THE FOUR PHASES OF THE MENSTRUAL CYCLE.
This SYMBOL OF CYCLE POWER was not only used as a branding device, but doubled as an educational tool.
Beginning as marketing for her online program, theatre show & book – we then moved to harness the power of documentary film-making in the above trailer.
The results
72K
earned media impressions in 2 days
Highest
organic Insta performance in brand’s history
