The Brief
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.
The Process
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.
Credits
Production
Client
Kimberly Clarke
Production
Arcade Content Johannesburg
Director
Alexa Wilson
Executive Producer
Colin Howard
Producer
Will Nicholson
Line Producer
Devi Lazanas
Production Co-ordinator
Anjé van Zyl
Agency
Ogilvy South Africa
Executive Creative Director
Peter Little
Creative Director
Peet Engelbrech
Art Director
Rabatho Laka
Copywriter
Audrey Nyamucherera
O25 Graduate
Ebrahim Omar
Snr. Integrated Producer
Zonke Mkhonto
Group Account Director
Janine Wessels
Wondermerk
Creative Director
Colin O’Mara Davis
Producer
Jess Lupton
VFX Supervisor
Sebastian Burger
