CANESTEN LAUNCHES ‘THRUSH: THE MUSICAL 2’ IN COLLABORATION WITH SKETCHSHE VIA PHD
Canesten has released the follow-up to its popular ‘Thrush: The Musical” campaign with the launch of ‘Thrush: The Musical 2’ developed in conjunction with PHD Content, the media agency’s content and partnerships division, who worked with SketchSHE to produce the campaign for PHD’s client, Bayer Australia.
Developing a campaign to break down taboos for a topic like thrush is a challenge. How do you provide information to empower women to recognise symptoms and seek out the right treatment, while creating brand affinity? Through a ridiculously catchy tune.
Says Amy Francis, group business director, PHD: “We are extremely proud to partner with Bayer to develop Thrush: The Musical 2. Canesten is really challenging the norms within the consumer healthcare category. Thrush the Musical 2 continues the journey of destigmatising a very common condition, by using SketchShe who adopt an empowering and humorous approach, resonating with our audience.”
Says Christian Heath, content and partnerships director at PHD Content: “It’s been fantastic to bring this extension to the original campaign to life. We really love challenging briefs and brave clients who allow us to really push the boundaries.”
The three-minute music video was designed to remove the stigma of thrush and get women to both smile and share. It also serves to educate and empower women to take control of their everyday intimate health.
Thrush is considered an embarrassing topic for women to discuss, yet 75% have suffered from the condition at some point in their life. In most cases, treatment is readily at hand, yet having to talk to a pharmacist or doctor can be difficult for women of all ages. It is important that the Canesten brand connects with women in a way that helps change the conversation by building confidence through an entertaining message.
The music video will be accompanied by multiple formats 30, 15 and 6 second cut-downs as well as a teaser campaign with behind the scenes footage. Content is live on the SketchSHE YouTube channel.
Client: Bayer
Media agency: PHD Australia
Content/ Creative Agency: PHD Content
Head of Content and Social: Joanne Liddell
Content and Partnership Director: Christian Heath
Creative: Shae-Lee Shackleford/ PHD Content
Director: Shae-Lee Shackleford
A collaboration with SketchShe whose members include, Shae-Lee Shackleford, Lana Kington and Madison Lloyd
Original track: Composed by Benny Davis
28 Comments
This is so bad it’s almost good.
For all the ‘creatives’ involved in this ‘project’, treatment is readily at hand, although having to talk to a pharmacist or doctor about this ‘campaign’ might be awkward and painful at first, especially after pushing the boundaries of bad taste, follow medical advice closely.
If it was for a male product, you wouldn’t even be commenting. Exit left back to the sixties.
Saw the film in sex ed at school. Read the book in a doctors surgery. Adapting it to a theatrical musical was always going to be a big ask.
I love that this exists.
It’s an incredibly powerful demonstration of the value creative agencies offer.
“Shit that arrives at the speed of light, is still shit”
Let’s not forget the influences who actually birthed this…
There’s a ‘Thrush: The Musical 1’?
It’s only fair to credit the creatives behind the idea. Well done to the whole crew.
“empowering”
“brave”
Oh do fuck off with your bullshit. If a single woman’s embarrassment around thrush is lessened and she regains confidence to seek the most basic of medical treatments because of this bunch of horseshit, then I’ll throw you the budget for a chlamydia film next. See what you can do.
It’s really bad and cringe worthy.
Tough area to work in.Will work it’s pants off or should I say knickers.
This makes me itchy.
What you meant to say, “Thrush: The Musical 2’ produced, developed & created by Shae Shackleford & Sketchshe for PHD’s client, Bayer Australia.
Typical agency/ client taking the credit for content they didn’t “create at all.
So…You’re telling me Bayer and PHD were the the creative genius behind this? I believe you have left her name out?
Bad form guys, EXTREMELY BAD form
Who produced this?
I thought Sketchshe created this with Shae Shackleford at the helm as director…
Tough gig to translate a message like this into a relatable one, even more so through comedy. I find it intriguing that the Director has not been given credit or even mentioned. Publishing that sort of information would be the honourable and right thing to do. Credit where credit is due. Sad.
Great video though and all credit to the nameless director.
What a shame Bayer and PHD need to take the accolades from up and coming Shae Shackleford who has produced, directed and appeared in both Canesten Campaigns. Such successful campaigns showing humour and levity on a challenging topic. Shae has successfully produced and directed two campaigns. Humorous, entertaining, successful for the client. Congrats to all involved.
“by using SketchShe who adopt an empowering and humorous approach, resonating with our audience”, insinuates Sketchshe was simply the talent on this. When in fact I presume they developed, wrote, produced, edited and directed and everything in between this piece of content, because that is what they do. Seriously people what an absolute sham for not representing the truth in this report.
Wow this combination of creators did a fantastic job! Not an easy sell but somehow this is catchy as hell!
Well done to the writer!
The hardest thing about our world is finding a campaign worth putting budget into.
PHD and Bayer definitely entrusted their brand to the right Director!
Well done all!
not the content, the corporation who needs to take credit for work they didn’t do.
Can you please tell me who the Creator, Director, Producer and brains are behind this project? Let’s do the moral thing here and credit where credit is due.
I actually shot this video and think the director, Shae-Lee, deserves to be credited in the article.
Yep I like it a lot. Better than 90% of the work I’ve seen lately.
Well done ladies.
Not super impressed that no one is acknowledging Shae Shackleford, the person responsible for this entire production. Love to see what this commercial would have looked like without her…
Wondering who created and directes this??? How can it not be credited to the person that has put in so many hours of hard work!?!
Felt very 90’s. It was bad.