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Libra: #LiveLiberated


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Leading Australian period care brand Libra is not afraid to push against the boundaries of societal norms when it comes to their advertising campaigns. Following on from last year’s #bloodnormal campaign, Libra has launched #LiveLiberated via Cummins&Partners, an unapologetically female-driven campaign made by women, for women. The campaign strives to make women feel powerful and authentic, while subverting the pressures to conform to unattainable standards of perfection. Created by Cummins&Partners, which was appointed by Libra as its creative agency earlier this year, the campaign features a cast of five women, each with their own distinct character. The women express confidence, determination, power, defiance and playfulness, while at the same time rejecting the confines of what society deems ‘normal’.
Credits Other credits

Bec Alexander – Strategy Director

Georgie Bugelly – Group Account Director

Juno Forster – Senior Integration Manager

Raechel Harding – Editor

Trish Cahill – Colourist

Social Media: Overport

Leah D’Sylva – Account Director

Channelle Calderwood – Creative Director

Nasia Syrakis – Designer

Georgia Donaldson – Social Media Manager

Media: OMD

Antonia Glezakos – Managing Partner

Penny Shell – Melbourne Head of Product and National Head of Planning

Valerie Murphy – Account Director

Meghan Papadoulis – Trader

Madeline Chatterley – Social Account Manager

Emily Leviston – Social Account Executive

Libra

Caitlin Patterson – Executive General Manager – Retail

Laura Demarchi – Libra Marketing Manager

Julia Spargo-Ryan – Libra Senior Brand Manager

Taylah Johnson – Libra Brand Manager

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