Laurier _ Zero Feeling
Light As Nothing
A Technology-led Promise, Emotionally Felt. We introduced Laurier’s Zero Feeling 1mm pad with a powerful insight: what truly matters is the sense of carefree, confidence and comfort women experience in every role they play in life. The campaign highlighted the product’s cutting-edge features (1mm thin, 200x absorbency) with a light-as-air aesthetic, resonating with modern women’s needs. Expertise showcased: Product demonstration through design, minimalist tech storytelling, feminine care insight.
- date June 30, 2024
- project Creative &Production
- customer Kao
- sow Planning & Creative Development Creative Production
Building a Distinctive Asset: “0” as the Brand’s Memory Trigger
We translated Zero Feeling into a single, ownable device—the “0”—designed to work as a subconscious cue before any copy is read. The symbol is engineered to carry meaning at two levels: an immediate sense of weightlessness, and a clear functional code—three zeros that map to three product truths: ultra-thin, ultra-absorbent, and a soft cottony top layer.
Turning Product Technology into a Daily-Life Narrative
Rather than explaining benefits, the TVC structures them as lived proof. The “0” operates as a portal into a day that feels uninterrupted—three distinct moments across one day, each dramatizing one core function (thinness, absorbency, softness) as a tangible freedom: movement without notice, confidence without worry, comfort without compromise.
