Kimberly-Clark approached us with the global creative platform for the U by Kotex overnight range, centred on the idea of progress. Our task was to localise the concept for Australian audiences and shape it into a period care brand campaign that would resonate deeply with younger people in a category increasingly crowded with messages of sustainability and empowerment.
What we delivered
BVOD TVC
Social look and feel
Stills
A bold, powerful campaign
With an audience whose attention is harder than ever to capture – and who expect complete honesty and authenticity from brands – U by Kotex needed a bold, powerful campaign that cut through the noise. One that championed all people who menstruate, and showcased how, even after more than 100 years, U by Kotex continues to drive progress in the category.
What we delivered was a culturally relevant, visually striking suite of creative designed to meet audiences where they are. From a high-impact BVOD TVC through to a cohesive social look and feel and a stills library, the campaign brought the global idea into a contemporary local context, helping U by Kotex stand proudly as a long-time leader and an ongoing force for change.