Affectionately known as BroLo, Bronwyn Sweeney and Loren Cook joined MullenLowe eight years ago, ‘consciously coupling’ as a team in 2016 and were promoted to creative directors in 2021.

They have worked with the likes of TRESemmé, Knorr and Persil, as well as leading Dunelm into the digital age with an effective through-the-line campaign.

Some of BroLo’s most memorable work has been with Persil, namely its campaign that focused on period stains. While they are among the most common stains in life, 72% of people feel embarrassed about them. To break the cycle of shame, BroLo engaged with women about their period stains and invited them to be photographed – while they were bleeding. The project lived and died many times due to client concerns, media concerns, doubts and fears. Two years on, the client finally gave it the green light and images for an outdoor campaign were on the verge of being rolled out, when Clear Channel rejected it over its content. Meta did the same. BroLo knuckled down, launching a photography exhibition with the work, which was attended by more than 15,000 people, including influencers and opinion leaders and a very real conversation about period stains took off. As a result, the ASA revisited the case and finally authorised the campaign to run outdoors. Overall, the campaign was able to reach 38 million people and it was duly awarded a Cannes Lions in the Outdoor category for Culture & Context.

Judges’ comments:

“Really pushing boundaries and making an impact. SO impressive! The idea for Persil, and the tenacity to keep pushing for it, is really inspiring.”