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New Blood Entry — Don't Look Back

Award: Yellow Pencil

OMO, Unilever / 2023

It’s 2023, and period stains are still seen as dirty and obscene in Indian society. Every month, young women grapple with anxious thoughts and fear of having visible period leaks on their laundry – leading them to constantly ask "Can you check my back please?”

With our ‘Don’t Look Back’ initiative, we inspire a new generation of Indian women to detach themselves from the regressive stigma of period stains and the anxious need to check their backs. We dare them to seize opportunities that lie ahead because Surf Excel has got their backs.

What did the judges have to say?

Beautifully written, on brief, and pushed the existing Dirt For Good platform into a new place. Every execution hung beautifully from the central idea.

Fadi Dada, Strategy Director, Anomaly

The Don't Look Back campaign rightly deserves a Yellow Pencil for its brilliant emotive storytelling. The campaign centered around the idea of not being held back by period stains and embracing life's messy moments. The narrative struck a chord with consumers, successfully conveying the idea that OMO is there to handle the stains, while they focus on creating beautiful memories. The art direction, visuals and ideas worked seamlessly together to bring this concept to life, illustrating a sophisticated and effective use of integrated advertising.

Joseph Dubruque, Creative Director, McCann Paris

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