Tena - Evolution - (2009) :30 (USA)

Tena touches on the taboo subject bladder protection or rather The Evolution of Bladder Protection, by showing us the evolution of women's fashion.

The “Evolution” campaign will run through 2010 and will include a mix of national television, print and online messages. Developed by zig, a communications company within the MDC Partners network, the campaign’s television imagery shows fashion throughout history, while print messaging light-heartedly tells women, “One style does not fit all.”
Owned by SCA, the Swedish global consumer goods and paper company, the TENA brand reflects expertise that spans all aspects of bladder weakness management. Its history of innovation together with its modern approach to bladder protection has made it a global leader in the category.
“Bladder weakness is a reality for millions of women in the United States, but until now, no one has talked to them in a way that is relevant to their everyday life,” said Ankie Cedergren-Borg, Director, Brand Communications, SCA Personal Care North America. “Through this TENA advertising campaign, we want to help women feel more confident by understanding that they are not alone in experiencing the condition, and there are effective, contemporary options available that fit into their busy, active lifestyles.”

Client: SCA Personal Care

Brand: TENA

Agency: zig

Campaign Title: Evolution

Executive Creative Director: Martin Beauvais

Art Director: Briony Wilson

Writer: Lorraine Tao

Coach: Lynda Torneck

Team Leader: Leslie Hunter

Strategic Planner: James Powell

Project Manager: Leslie Wong

Photographer: Michael Graf

Producer: Tristan Tran

Producer: Karen Blazer

Production House: Soft Citizen

Director: Chris Sargent

Executive Producer: Link York

Head of Production: Rob Burns

Producer: Andrew Graham

Editing Company: Panic & Bob

Editor: Michelle Czukar

Executive Producer: Sam McLaren

Assistant Editor: David Finlay

Visual Effects: Art Jail

Editor: Steve Mottershead

Producer: Leslie McCartney

Animation: Blackmountain VFX Studios

Animation Director: Abdel Abonamous

Producer: Samara Melanson

Music/Audio: RMW Music

Sound Design: Ted Rosnick, Paul Seeley, Steve MacKinnon

Producer: Jeff Cohen

Media: Carat