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brand, print, web, social, activations

2 shortlists in the 2015 Cannes Film Festival.


Secret deodorant exists to help every woman be more fearless. For teen girls, that means fearlessness in the face of bullying.


But bullying is only getting worse. Anonymous apps are thriving. Subtweeting is a Thing. Bullies run rampant from Snapchat and Instagram to text messages and Tumblr.


So this school year, Secret deodorant’s Mean Stinks anti-bullying program set its sights on cyber bullying and launched a counter attack: The Takeover.

First, we took over middle and high schools with the second annual Biggest. Assembly. Ever., a livestreaming, real-time event that connected more than 2,000 schools across the U.S.


Then throughout the assembly, we led teens to take over the four biggest battlegrounds of bullying – Snapchat, Instagram, Twitter and Facebook – and use #MeanStinks to spread nice.


Over 40,000 students participated and the event was featured on NBC News and the TODAY SHOW.


Art Director: Catiebelle Bulmer, Kevin McGlone

Copywriter: Craig Shparago, Elaine Kelch, Whitney Kaminsky

Creative Director: Susan Treacy, Eric King


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