Advantage Hers 2022 with Caroline Wozniacki
Campaign film and creative for UCB
UCB’s partnership with global tennis icon Caroline Wozniacki has gone from strength to strength since the launch of the original Advantage Hers campaign in 2020. That initiative saw over 2.6M views of our hero film, 51.8M social media impressions and over 1BN in earned media!
UCB’s communications agency RuderFinn asked Blonde to partner with them again to build upon that success. First, we were tasked with updating the audience on Caroline’s journey with her Rheumatoid Arthritis. Second, we also had to shine a light on the global Advantage Hers community, to create a more inclusive and accessible film.
We wanted to show how Caroline’s life had changed since the first campaign. We also wanted to show how Advantage Hers had helped her on her journey, while gently shifting focus to highlight individual stories within the community. This aspect would help ‘shine-a-light’ on the community and the support it offers to the millions of women across the world living with a chronic inflammatory disease.
The 2020 hero film had elements of a quick-cut news VT, something we were all too familiar with at the very start of the pandemic. Fast forward two years and we find ourselves in a very different post-Covid world. Words like ‘zoom’, teams’ and ‘hangouts’ have become part of the everyday language. These words became our creative catalyst! It was our vehicle to weave Caroline’s story into the wider narrative of the community.
Three Advantage Hers community advocates stepped up to share their inspiring stories of courage and empowerment. To showcase a truly global campaign, we filmed across continents. We started in Canada, flew across Europe and finished in Australia. We crafted an authentic narrative, from a rich tapestry of voices, beautifully brought to life in stunning cinemascope.
Using our trusted production partners, we produced a global film made with local talent. It was entirely overseen by the Creative and Production team here at Blonde Towers. This meant that the look & feel of the footage matched seamlessly with one another. During the shoots, our global client-base were able to monitor and feedback in real-time, across multiple time-zones. It also ticked our commitment to sustainable productions, by reducing our carbon footprint for this project by a whopping 75%!
|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|