THIS CAMPAIGN WAS CENTRED AROUND THE TERM ‘PRINCESS’, AND HOW IT HAS GAINED NEGATIVE MAINSTREAM CONNOTATIONS.

We collaborated with Alt/Shift to challenge the perception of what it means to be a princess in an effort to re-define the term. This was all done through the candid answers from our on-screen talent which included some adorable kids, and the strong, determined women of the AFLW. The result was a through-the-line campaign which consisted of a long-form hero and a series of teasers and cut-downs for use across broadcast, app and social media platforms.