The One Show
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Category
Craft - Direction / Single
Annual ID
OS_MI20_054M
About the Work
For their first TV campaign, Thinx needed to make a splash with a provocative film that highlighted not only the benefits of their period-proof underwear, but their mission of destigmatizing periods. The spot, “MENstruation,” shows what the world would look like if everyone had their period — this fictitious world where everyone is comfortable with periods makes us wonder why we’re not yet comfortable today. When the ad got banned for its “unacceptable” imagery, we turned the network censorship into a conversation. The escalating discussion created even more awareness and forced networks to reconsider the ban; resulting in the first in-use tampon to ever air on TV. The film was widely shared and covered by major publications like The Independent and Time. Conversation around the brand grew by over 70%. Proving that a brand with enough ambition to evolve the period product category, can help evolve the conversation, too.
2020 Awards
Total Points: 2
Merit
Credits
Agency
BBDO / New York
Production Company
Biscuit / New York
Music / Sound Production Company
Heard City / New York
Post Production Company
Arcade Edit / New York
Company 3 / New York
The Mill / New York
Media Distribution Company
Unbendable Media / Washington DC
Art Director
Jenn Tranbarger
Chief Creative Officer
David Lubars
Greg Hahn
Chief Marketing Officer
Crystal Rix
Creative Director
Bianca Guimaraes
Digital Artist
Sofie Borup
Anton Anderson
David Forcada
Justin Keil
Jamie Scott
Drew Maloney
Sam Caine
Corey Brown
Director
Rachel McDonald
Director of Photography
Autumn Durald Arkapaw
Editor
Laura Sanford
Jeff Lopus
Executive Producer
David Rolfe
Vishal Dheiman
Angela Narloch
Anthony Curti
Shawn Lacy
Holly Vega
Mercedes Allen-Sarria
Rachel Glaub
Sila Soyer
Producer
Corie Rosenblatt
Julia Millison
Maury Strong
Arlene Perez
Alexandra Lubrano
Bethany Phillips
Luke Proctor
Sound Designer
Gloria Pitagorsky
Eric Warzecha
Strategist
Kim Ryneska
Nicole Landesman
Christine Yang
Writer
Jess Rello
Creative Team
Peter Alsante
Account Team
Yamaris Leon
Katherine Grib
Olivia Dames
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