Ostelin urges women to protect their inner strength in new campaign via Publicis Worldwide

Australia’s number one vitamin D brand, Sanofi’s Ostelin, and Publicis Worldwide have launched a major campaign celebrating women’s strength while encouraging them to take care of their inner strength, including their bone health.

In creating the “Ostelin Strong” campaign, Publicis Worldwide partnered with  photographers around the world to find their interpretation of women who portray strength. From the 6,000 photos submitted, 375 women were chosen to feature in the campaign, which includes a TVC, online videos, social media, a website and point of sale in pharmacy and grocery.

The campaign also includes a partnership with 100 Women – a female run charity organisation awarding grants to facilitate women’s strength building initiatives in the key areas of health, education, safety and economic freedom. Ostelin is donating $100,000 to support the initiatives which will also feature in the next phase of the campaign.

Says Gladys Peters, general manager, consumer healthcare ANZ, Sanofi: “Project Strong represents our long-term brand vision to empower a generation of strong women, by supporting the strength of women in our community. We wanted to show the reality of the diversity of women’s strength and recognise that it comes from a place of experience, of resilience and accepting life isn’t perfect but our strength gets us through and helps us thrive. This is an important campaign for us, as we bring to life the deeper purpose of Ostelin and the role it plays in women’s lives to build inner strength.”

Says Simone Waugh, managing director, Publicis Worldwide: “The belief of this brand is a woman’s strength comes from within. It’s hard to capture unless it’s raw and real, so we wanted to portray a diverse array of women and their experiences from around the world, while avoiding cliches. We felt that working with the best of the world’s photographers to capture unfiltered moments might help women appreciate the inner strength they have, but often take for granted.”

The voiceover in the ad tells audiences:

“At Ostelin, we believe ‘strong’ isn’t what a woman does.
It’s who we are.
How we grow up. How we live. How we dream.
It’s kicking ass when life folds us in half. Or sets our insides on fire.

Strong is being a good human and raising a good human.
Saying why the hell not, when people say ‘oh, you can’t’.
It’s accepting our fears.
Owning our flaws.
And embracing every part of ourselves.
Women are born strong. Now, watch what we can do.”

Link to website: https://ostelin.com.au/project-strong/

Client:
Michael Duffy – Category Growth Hub Head – Sanofi
Mark Ho – Category Lead – Wellness – Sanofi
Cesar Contreras – Senior Brand Manager, Ostelin
Veronica Murphy – Brand Manager, Ostelin

Creative Agency:
Ryan Petie – Executive Creative Director
Tim Harding – Creative Director
Ash Kennedy – Associate Creative Director
Simon Murphy – Chief Strategy Officer
Helene Thorsen – Senior Strategist
Vicki Lee – Head of Broadcast & Content
Britt Groom – Broadcast & Content Producer
Emilie Almond – Group Account Director
Essie O’Shaughnessy – Account Director

Media – Foundation
Liz Wigmore, General Manager
Arum Nixon, Head of Strategy & Planning
Annkathrin Nohns, Planning Director
Ana Suarez Pedroso, Investment Director
Michelle Aguirre, Account Manager

Production: Taxi Film Production
Siobhan Mulready – Director
Photography Custom Creation – Nina Barone, Tara Dilloughery
Clint Brice – Post Production – Publicis
Music Composition – Ack Kinmonth
Sound Production – Ross Batten – Rosco Audio

PR & Influencers – Haystac Dentsu
Meghan Henricks, Business Director
Harriet Eastgate, Senior Account Manager