Ostelin celebrates women’s strength via Publicis Worldwide

Multinational pharmaceuticals company Sanofi’s vitamin D brand, Ostelin, is urging women to take care of their inner strength in a new integrated campaign created by Publicis Worldwide.

The “Ostelin strong’ campaign is a celebration of women’s strength, featuring a partnership with female lead charity organisation 100 Women, awarding $100,000 in grants to facilitate women’s strength building initiatives in the key areas of health, education, safety and economic freedom. These initiatives will be featured in the next stage of the campaign.

In creating the campaign, Publicis Worldwide asked photographers to submit their interpretation of women who portray strength.

Of the the 6,000 photos submitted, 375 women were chosen to feature in the campaign, in executions across TVC, online videos, social media, a website and point of sale in pharmacy and grocery.

The 60 second spot created for the campaign features simple creative, in a montage of the chosen images. The images are accompanied by a percussive sound track, and a voice over that tells the audience what ‘strong ‘ means to Ostelin.

“At Ostelin, we believe ‘strong’ isn’t what a woman does. It’s who we are. How we grow up. How we live. How we dream…”

Sanofi general manager, Consumer Healthcare ANZ, Gladys Peters, said: “Project Strong represents our long-term brand vision to empower a generation of strong women, by supporting the strength of women in our community. We wanted to show the reality of the diversity of women’s strength and recognise that it comes from a place of experience, of resilience and accepting life isn’t perfect but our strength gets us through and helps us thrive. This is an important campaign for us, as we bring to life the deeper purpose of Ostelin and the role it plays in women’s lives to build inner strength.”

Publicis Worldwide’s managing director, Simone Waugh added: “The belief of this brand is a woman’s strength comes from within. It’s hard to capture unless it’s raw and real, so we wanted to portray a diverse array of women and their experiences from around the world, while avoiding cliches. We felt that working with the best of the world’s photographers to capture unfiltered moments might help women appreciate the inner strength they have, but often take for granted.”

Publicis Worldwide was appointed as Sanofi’s agency of record in 2013.


Client: Sanofi
Michael Duffy – Category Growth Hub Head – Sanofi
Mark Ho – Category Lead – Wellness – Sanofi
Cesar Contreras – Senior Brand Manager, Ostelin
Veronica Murphy – Brand Manager, Ostelin

Creative Agency: Publicis Worldwide
Ryan Petie – Executive Creative Director
Tim Harding – Creative Director
Ash Kennedy – Associate Creative Director
Simon Murphy – Chief Strategy Officer
Helene Thorsen – Senior Strategist
Vicki Lee – Head of Broadcast & Content
Britt Groom – Broadcast & Content Producer
Emilie Almond – Group Account Director
Essie O’Shaughnessy – Account Director

Media – Foundation
Liz Wigmore, General Manager
Arum Nixon, Head of Strategy & Planning
Annkathrin Nohns, Planning Director
Ana Suarez Pedroso, Investment Director
Michelle Aguirre, Account Manager

Siobhan Mulready – Director – Taxi Films
Clint Brice – Post Production – Publicis
Music Composition – Ack Kinmonth
Sound Production – Ross Batten – Rosco Audio

PR & Influencers – Haystac Dentsu
Meghan Henricks, Business Director
Harriet Eastgate, Senior Account Manager


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