Hey Girls "Seeing red" by Adam & Eve/DDB

Hey Girls, a social enterprise brand that sells and donates period products, set out to create "the angriest film ever made" to fight period poverty, which affects one in 10 girls in the UK.

The visceral and often chaotic ad follows a young girl and other characters, including a transgender person, who struggle with period poverty. It is based on the idea that anger is a motivating emotion, so every component of the film, from the colour scheme to the music to the actors, was chosen or created specifically to make the audience angry. 

Advertisers tend "to use positive emotions to generate behaviour change," Adam & Eve/DDB’s Milla McPhee said. "But actually, it can be far more motivating to piss people off." 

The creative team consulted Dr Philip Gable, a psychologist who researches emotions and their motivational aspects, to develop the ad and make it more anger-inducing. They also tested different versions among users to amp up the effects. 

The work was written by Miles Carter, art directed by Helen Balls and directed by Margot Bowman through Prettybird. Media was handled by the7stars.

Credits

Client
Founder & CEO
Brand development lead
Senior marketing manager
Website & ecommerce manager
Chief creative officer
Global creative director
Copywriter
Art director
Agency film producer
Agency print producer
Chief strategy officer
Head of planning
Planner
Senior project manager
Social director
Joint CEOs
Managing partner
Account director
Account manager
Social motion graphics editor
Making Of editor
Making Of post producer
Design studio
Media agency
Managing partner
Client lead
Head of insight
Account director
Digital director
Digital exec
Trading director
Production company
Co-Founder UK/executive producer
Head of new business
Director
Producer
Production manager
Stills photographer/BTS director
Editing company
Post production
Audio post production
PR agency
Creative director
Strategic director
Associate director
Senior account director
Senior account manager
Account manager

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