AgencyAdam & 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.