Carmilla was a true labour of love; forged by a partnership with our team and our clients. Both were willing to take risks on lesbian vampires...and it paid off in spades!

U by Kotex wanted to stand out and find a forum in which to talk to the millennial girl about her period – extremely tricky to do in a way that would both be welcomed and build brand affinity.

Our solution was to build on the current buzz and target interest in all things vampire by creating Carmilla – a 36-episode, four-minute, scripted transmedia series.

Only once a substantial fan-base was established, U by Kotex was revealed as the Executive Producer. It was a huge success – so much so that a second season of Carmilla is on the way.

It's time brands put more scrutiny into the type of agency best suited to lead their communications strategy. If the primary opportunity or barrier is shopper-related, why is the advertising team still developing the big idea?"

Gareth Ellen, China COO & Regional Planning Director, Shanghai

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