For too long the symptoms of thrush have been clouded by euphemisms and language that avoids straight talking about vaginal itching, burning and discharge. This can cloud the issue and add confusion to women experiencing symptoms for the first time. By taking some of these euphemisms and “translating” them into reality – real practical advice, we can help women understand what is happening to them and to make practical decisions.
Our animated world is one of euphemisms. Of itching ants and burning fire. It is uncomfortable, without being frightening. It gives the sense of physical discomfort but also a feeling of emotional insecurity, of being slightly off kilter and disconnected to the real world.
The turning point is the transformation – the transition into the real world. “NO! It’s burning and itching and it could be symptoms of thrush”. At this point, we reveal our everyday hero who confidently waves away the uncomfortable animated world as she understands what is happening to her and knows exactly what to do.
Yukai Du is an internationally recognized illustrator, animator and director. Yukai has a unique, memorable style. She creates vibrant and intricate scenes and has a natural intuition for strong and confident colour palettes and beautiful fluid movement which demand attention.
Thanks to LOLA MullenLowe for the amazing opportunity.
CREDITS
Produced by – Studio Bliink
Client – Bayer
Director – Yukai Du
Agency – LOLA MullenLowe
Animation Director – Yukai Du
Animators – Yukai Du, Maki Yoshikura, Knifeson Yu, (3D) Lamek Felix, Chiara Sgatti, Tom Matuszewski
Audio – Box of Toys
Live Action – Madam Films
