Wells is the largest chain of parapharmacies in Portugal, very much aimed at women. This campaign was the result of a pitch, where our creative decision was not to change the concept/slogan that the brand already has, but to put a creative spin on it.
As our campaign uses the concept itself to try to break stereotypes imposed by society, we also decided to create a new communication channel for the brand, with the aim of making topics that are often treated as taboo a topic. That's why we created the podcast "It's not good to talk about...", available on the main streaming platforms. During the month of launch, our podcast was in first place among the most listened to in Portugal.
