‘We Are Women’ Campaign by M&C Saatchi Abel



Just as Lil-lets are made by women for women, their new campaign was created by an almost entirely female team and features a cast of over 30 girls and women of all ages.


The ‘We are Women’ campaign aims to be more than just an advertising campaign by “creating a movement in which women realise just how wonderful they really are.” The campaign, created by M&C Saatchi Abel and directed by Erica Brumage at Groundglass, has been met with a lot of love and appreciation but has also received some criticism from women thinking it makes them look frivolous.


The producer on the campaign, Lisa du Toit from Groundglass says, “Its’ not every day that we get excited about boards for feminine hygiene products. Okay, we never get excited about boards for feminine hygiene products. That was until we were approached by M&C Saatchi Abel for Erica Brumage to direct their ‘We Are Women’ commercial for Lil-Lets. It takes an innovative agency with an inspired creative team and an intrepid client to come up with a campaign without a single packshot or product placement. No tight white pants, no cartwheels, no wings – simply, a celebration of women. The result speaks for itself – it will give you goosebumps and might even move you to tears.”


Ladies, what do you think?


Here is the original ad, a Mothers Day message and the Behind the Scenes shot by Desert Rose Productions. Find more of the campaign here and here.




Agency: M&C Saatchi Abel

Creative Director: Gordon Ray

Copywriter: Carien Eloff

Art Director: Sonja Fahn

Agency Producer: Allie Coetzee

Stills Photographer: Gerda Genis

Production company:  Ground Glass

Director: erica brumage

Post Production: The Post Company

Music: Library Music

Making of video: Desert Rose Productions






Between 10 and 5