Carefree Breathe

We all know the FemCare category tropes: white pants, blue liquids, euphemisms, and women “living their best lives.” We also know that women don’t need to be pandered to.

So when Carefree, a brand best known for panty liners, launched its first ever pad we were tasked with elevating the brand beyond the FemCare category. In turn, we crafted a product-driven argument as to why women should try New Carefree Breathe.

HERO 0:06

All these RTBs living in one tiny package. We wanted to stand out by creating not just a campaign, but the world of Carefree Breathe. Who knew a universe inspired by pads that don’t give you a rash could also be where I wish I could stay on my next vacation.