Poise
Viva à Vontade


One in four women deals with the discomfort of bladder leaks, yet no one talks about it.

To launch Poise, a brand of pads specially designed for this condition, we created a powerful campaign that not only brought the conversation to light but also helped thousands of women feel comfortable again.








We kicked off the campaign with a film that reflects how thousands
of women feel: Lonely. Suffocated. Trapped. Submerged.
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Here’s the behind-the-scenes of this entire production, with a carefully selected cast.
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Like any product launch, we explained what sets Poise apart from
its biggest competitor: menstrual pads, of all types and models.
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We also reached the audience through interest-based targeting
and trigger moments related to bladder leaks.
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Gut São Paulo 
CCO: Bruno Brux
DCs: Paula Perego e Melina Fontoura
DA: Fill Almeida
CW: Gheisa Lessa