TENA SOCIAL & TV

As CD of TENA I wanted to change the way people felt about continence issues, which affect many women of all ages, especially after pregnancy.

They want to feel young, attractive and confident, and associate TENA with old people and bulky pads.I wanted work that escaped category conventions of women whispering coyly about ‘pee’ and glasses of water pouring into pads.

I wanted work that wasn’t sympathetic but empathetic. Work that felt felt younger, un-embarrassed, and beautiful and that made the brand feel younger.

Anzhela Hayrabedyan & Luca Gross's simple, beautiful visual idea is actually a very effective product demo that proves the underwear isn’t bulky, while nailing the product name.

I hope it helps women feel better about using products they really need.