She Can Sweat

Batiste Dry Shampoo

A brief overview sentance (no more than 2 lines) of the brand above, what they do, ensuring it is relevant to the campaign discussed.

An overview of the campaign approach here. Ensure this section sounds strategic, but focuses on clarity. It should be a one paragraph summary of the entire page’s contents that gives enough of an overview without giving everything away and engaging the viewer to read more. Focus on the successful outcome of the approach.

  • The Case for Action

    What should we know about the services you provide? Better descriptions result in more sales.

  • The Consumer Insight

    What should we know about the services you provide? Better descriptions result in more sales.

  • The Brand Ambition

    Increase brand awareness on the 1800 Tequila versatility and subsequently, encourage trail through to switching.

lots of womxn dread sweating. Just another natural bodily function womxn feel they have to guard to maintain their social image.

Often deemed ‘unfeminine’

Let’s flip the script and make sweating something to be proud of, because it’s what activates the new Batiste’s 24hr Active dry shampoo.

  • Marketing & Communications Director, AnalogFolk

    Agency client lead for Proximo Spirits group.

  • Local (AU)

    Global (AU, EU & US)

    • Activation

    • Event Management - 6

    • key locations around Australia

    • PR & Media

    • Content Production

    • Copy & Brand Narrative

    • Organic & Paid Social Amplification

  • To bring this project to life, I led, collaborated and coordinated with the following stakeholders:

    • Creative Art Department

    • Production Crew

    • PR Media Team

    • Paid Performance Team

    • The Royal Botanic Gardens, Sydney

    • The Rainforest Seedbank

Strategic Approach

Activating the Idea

  • GET

    25-40 yo premium spirit drinkers, especially tequila drinkers who have never tried 1800.

  • WHO

    Actively aim to impress friends by being in the know, but are oblivious to the refreshingly tarty grapefruit tequila cult cocktail, the Paloma.

  • TO

    Discover the Paloma (best made with 1800 Tequila) through the digital channels they love.

  • BY

    starting a conversation about the Paloma that leads them to 1800 Tequila.

Challenging outdated gender norms in women’s perspiration.

We’ll tap into our audience through lifestyle / cultural news publishers that pop up on their feed for a branded sponsorship article. The tension as well as the role of the brand and product will be central to why the story is click-worthy.

A script made by her, for her.

We open on a girl filming herself at home. She just came back from a workout and looks sweaty. She lip syncs to camera to a voice of conservative Victorian lady as she holds up a Batiste can with the "Sweat-activated technology" (and 24h active)
text visible:

“GIRLS LISTEN CLOSELY, THIS NEW HAIR PRODUCT ENCOURAGES YOU TO SWEAT.”

A sweaty girl filming herself running.
She lip syncs to camera:

“LET ME REMIND YOU SWEAT IS NOT FITTING FOR A LADY.”

A sweaty girl doing house renos. She's painting her house; we can see paint all over her arms and shirt.
She lip syncs to camera: 

“SWEAT SUGGEST EXERTION.”

A sweaty girl filming herself holding a yoga pose.
She lip syncs to camera: 

“A TRUE LADY MANTAINS HER GRACE.”

A sweaty girl on her period laying on a couch with a heat pack on.
She lip syncs to camera: 

“SHE DOES NOT SUCCUMB TO SUCH BASE BODILY FUNCTIONS.”

A sweaty girl filming herself just having finished a drum solo.
She lip syncs to camera:

“SIMPLY PUT, A GIRL SHOULD NOT SWEAT.”

A sweaty girl walks and shows off her hair and lip syncs to camera.
She lip syncs to camera: 

“EVEN IF IT LEAVES HER HAIR SMELLING FRESH AND FEELING GREAT.”

Super appears:

#GIRLCANSWEAT

24HR ACTIVE DRY SHAMPOO.

ACTIVATED BY SWEAT. 

Video Concept Imagery

Powerful and empowering imagery to juxtapose the script’s tone whilst communicating its satirical undertone.

Sponsorship Extension Concept

Batiste Launches the world’s first sweat-activated sponsorship.

We team up with an influencer to wears a 'sweat-activated' outfit that shows an ad for Batiste and the message Girl Can Sweat as she works up a sweat. 

We film our influencer running through the busiest pedestrian areas of Sydney showing off her sweat activated ad and getting people's reactions.

This will create a PR opportunity as 'The world's first sweat-activated sponsorship.'

Media Extension Concept

Challenging outdated gender norms in women’s perspiration.

We’ll tap into our audience through lifestyle / cultural news publishers that pop up on their feed for a branded sponsorship article. The tension as well as the role of the brand and product will be central to why the story is click-worthy.

1800 Tequila, Greenhouse Bar

Bloom Providore, The Art of Protein.

Batiste, She can Sweat.