Women face constant judgment and taboo topics around life's big questions – from fertility to ageing to sexuality. These conversations happen in whispers, if at all, leaving women feeling isolated about universal experiences.
What if we brought humour back to the conversation? Under the Look on the Light Side platform, Maltesers returned with its signature humorous lens on women's lives, challenging taboos around how different generations respond to life's biggest questions. By finding the light in the heavy, the campaign gave women permission to laugh about the things they're told to stay silent about.
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Me ©️✍️ Senior Creative / Copywriter (freelance)
Polina Zabrodskaya 🎩 CD
AMV BBDO📍
Maltesers
Age Against the Machine Campaign
Ageism sucks malty chocolate balls