Advantage Hers: The Journey Continues
Campaign film and creative for UCB
Film transcript
It's not about what happened yesterday screams, security, dedication that were better. Or what's going to happen tomorrow. It's about how I'm feeling right now. Because when life changes, you need to adapt your game plan. I woke up one morning and I knew something was really wrong. At the time I was number one or two in the world, but I couldn't get out of bed. That's when I got diagnosed with a chronic inflammatory disease. The pandemic changed a lot of perspective for a lot of people. To be able to have a community out there that you can talk to is so important. I partnered with UCB to launch the AdvantageHERS campaign because even from my own experience, difficult to find information that I needed. So we wanted to start a community where women could go and feel heard and seen and gain information and at the same time could share their stories. When I was at college, I noticed that I started to struggle a lot. One day I woke up and my joints were so swollen I actually couldn't walk. I would feel so tired, my back would ache and I just couldn't keep up like I used to. Something was definitely wrong. It took fifteen years to finally get a diagnosis. To have someone you can share with who understands has been a huge help for me and a huge help for other women out there. Your experience of a chronic inflammatory disease may be totally different to someone else's. But you can draw strength from hearing from others. Hi everyone. Hi. To empower women to take charge of their own health. You can make a plan and have everything perfectly lined up. But sometimes you're forced to take a different path. And work with your doctor to adapt things so you can take charge. And become your own best advocate. And knowing there are other people out there going through what you're going through. Sometimes you'll have flares but I get to know my body and know what most of my triggers are. Having a rheumatologist that understands my condition and my goals, we can inspire other women living with chronic inflammatory diseases. Empower them. Share knowledge and support. So that younger, older, athletic, non athletic, doesn't matter that you can get yourself feeling good again and doing things that you want to do and you love. We are winning. Let us do this.
Transcript generated automatically.
A new chapter told through video calls, bringing Caroline together with three women from the Advantage Hers community.
The brief
Following the success of the original Advantage Hers campaign, UCB and communications agency Ruder Finn asked Blonde to return for a new chapter.
This new chapter needed to update audiences on tennis champion Caroline Wozniacki’s journey with rheumatoid arthritis, while shining a light on the wider global community of women living with chronic inflammatory diseases.
The idea
The creative used the language and visual style of video calls and online conversations to connect Caroline’s story with those of three Advantage Hers community advocates.
It was a way to bring people together across continents, creating a shared conversation around the challenges women face and the importance of being heard.
The production
Blonde oversaw a global production, filming in Canada, Europe and Australia with local production partners.
Our creative and production teams managed the work centrally, ensuring that footage from different locations came together with a consistent look and feel.
The client team was able to monitor the shoots and provide feedback in real time across multiple time zones.
The results
The film brought Caroline’s experience together with the voices of three community advocates, creating a more inclusive picture of the Advantage Hers community.
The original campaign had achieved:
- More than 2.6 million hero film views
- 51.8 million social media impressions
- More than one billion earned media reach
The production also achieved a 75% reduction in carbon footprint compared with previous productions of similar scale.
The campaign received finalist recognition at the Brand Film Awards EMEA and Communiqué Awards, alongside two Creativepool finalist positions.
Client testimonial
“Since the very start, Blonde have been an extension of our own agency team, seamlessly integrating their creativity, knowledge and passion to deliver big ideas and big results to match. Our clients love working with them and so do I.” Leah Peyton, Director and Healthcare Lead, Europe, Ruder Finn
Blonde’s role
Creative development, campaign film production, global production management, direction and post-production.
Credits
Client: UCB
Agency: Ruder Finn
Talent: Caroline Wozniacki and three Advantage Hers community advocates
Production: Blonde
| Since the very start, Blonde have been an extension of our own agency team, seamlessly integrating their creativity, knowledge and passion to deliver big ideas and big results to match. Our clients love working with them and so do I. | Director and Healthcare Lead, Europe RuderFinn |
| Director and Healthcare Lead, Europe RuderFinn |
