Always Discreet, always a woman 

When BETC Paris pitched for ‘Always Discreet,’ (products for older women with weak bladders), we took a different approach. Forget the embarrassment, let’s celebrate these brave, bold, ageless women for who they are and what they’ve done. With close-ups of the product being worn and showing real women's bodies (no Photoshop), the campaign focused on how women can get over anything.