Australia – Designed to promote healthy conversations about men’s health, Kimberly-Clark has recently announced its partnership with Elmwood, a global design consultancy based in Australia.

This collaboration introduces an initiative addressing the sensitive themes surrounding bladder weakening among adult men. In particular, the launch of DEPEND’s latest underwear product lets men go about their everyday lives without worrying about bladder leaks. 

For this product, the campaign features a blend of humour and colloquial expressions, relating to an iconic movie for the intended audience, which was derived from a thorough and deep understanding of Australian and New Zealand cultural nuances. 

Talking about the campaign, Jason Braddy, creative director at Elmwood Singapore, said, “The DEPEND brief offered a unique challenge. How do we place the brand into a consideration set for an audience who doesn’t want to talk about the issue and doesn’t really know where to start?

“Our response was to develop an idea that would be both relatable through humour while building memory structures by celebrating the brand’s distinctive assets,” he concluded.

Devki Khosla, senior account director at Elmwood Singapore, added, ”The consumer is at the centre of our approach. Once we mapped out the motivators and barriers of our target, we combined these messages with best practices across platforms to drive performance and results.”

Leah King, DEPEND Brand Manager at Kimberly-Clark, said, “Together, we have created a brand campaign that will encourage open conversations and help combat the stigma and silence, which are still often associated with discussions around men’s health today.”

For over 35 years, DEPEND has been the trusted partner to millions of men and women worldwide in caring for their bladder leakage, enabling them to confidently reconnect with the life they aspire to live and make the most of it.

Singapore – Global design consultancy Elmwood has made a number of major hires as it establishes its Singapore offer as one of the region’s leading design shops. They include Lisa Balm as creative director, Rachel Goh as head of insights, Kedar Karippail as client services director.

The new appointments mark a major refresh of the agency following Elmwood’s merger with Holmes & Marchant in the region in November 2021.

Goh will be responsible for using data and strategic thinking to help brands craft compelling stories and produce more culturally relevant work. She was previously a partner at Innate Motion, where she delivered insights and empathy-powered strategies for global and local brands across FMCG, beauty, fashion, technology and e-commerce brands. 

Meanwhile, Balm has worked on brands including Citibank, Singtel, Diageo, LVMH and PepsiCo. In her role at Elmwood, she will work alongside fellow creative director Jason Braddy to lead a creative team of more than 25 designers, visualisers and production specialists. 

Lastly, Karippail has over 20 years international brand and advertising experience working across India, New Zealand, Malaysia, Netherlands and the UK, for DDB, Geometry Global, Ogilvy & Mather and Y&R amongst others. She will work closely with Elmwood Singapore’s managing director Celeste Cheong on developing the agency’s overall growth and client strategy, building and maintaining relationships.

Cheong said, “It’s a hugely pivotal time for Elmwood Singapore and design consultancies in general. So I’m delighted that we’ve found the very best talent to help take Elmwood Singapore to the next stage in our journey. I’m really excited to work alongside Rachel, Lisa, Kedar and the existing leadership team to be an invaluable partner to all our clients.”

Meanwhile, Paul Galesloot, global CEO at Elmwood, commented, “Elmwood was created to design meaningful & memorable brands in the multi-platform age. And to do that, you need a team of experienced, truly global, diverse thinkers with an in-depth understanding of insight, idea and iconicity, as well as a broad business and industry acumen.” 

He added, “I’m delighted we’ve put together such a strong, new-look team for Elmwood Singapore, who collectively offer all the expertise required to produce distinctive, dynamic brand experiences that can succeed now and in the future.”