A mixed media Kotex spot that confronts cultural narratives around periods.
There are times though when even the most confident of us are hit with the insidious thoughts that creep in when we’re alone.
The narrative around periods is changing but so many of the practicalities remain the same. Women all want to feel confident during their cycle and part of feeling confident is getting the rest that they need.
We get to meet our hero as a barrage of negative thoughts and opinions on her period overwhelms her just before bed.
This barrage is represented by illustrated elements and mouths that sit over the picture that interact with her. A visual mash-up of Gen-Z and popular culture imagery that involves or evokes mouths become a mixed media treatment that feels as varied as the messages and stigma are. It comes at her from everywhere. It’s not bound by any rules the same way her imagination and creativity aren’t bound by rules.
The brand comes in as the antidote just as the chatter reaches a peak. Our hero looks outside her window and a star in the night sky seems to twinkle at her.
Filled with positive feelings our hero drifts into a restful sleep and wakes up energised and ready to take on the day.
Arcade Content Johannesburg
Anjé van Zyl
Ogilvy South Africa
Executive Creative Director
Snr. Integrated Producer
Group Account Director
Colin O’Mara Davis