Context: The social pressures women are subjected to, even from early childhood, are unparalleled.
No matter what they do, society always has an opinion. A negative opinion, at that. Women are always either too much or too little. There's no in-between, no way to win.

As a brand with a predominantly female-identifying customer base, Wells wanted to reposition itself as a champion of well-being for women in Portugal. Our task was to launch a campaign that transcended functional benefits and brought their brand line—If it feels good, it looks good—to life.

Idea: It does not look good

We took the common judgment “It does not look good” and turned it around by crossing out “not.”
“It does not look good to be ambitious.”
“It does not look good to breastfeed in public.”
“It does not look good to talk about menopause.”
Guess what? It does!

The campaign included 60- and 30-second TV spots, a refreshed visual identity, a podcast, OOH ads, events, and a strong social media presence. The results were remarkable: a 30% increase in brand value and recognition as the year's best campaign.

Links about the campaign:
https://www.meiosepublicidade.pt/opiniao/por-que-e-que-as-mulheres-nao-fica-bem
https://www.briefing.pt/cetera/wells-lanca-nova-campanha-para-desmitificar-a-menopausa-e-promover-o-bem-estar-feminino/
https://marketeer.sapo.pt/nao-fica-bem-wells-reforca-apoio-as-mulheres-com-nova-campanha-e-podcast/