The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Craft / Photography
Annual ID
OS24_OH105M
About the Work
To wash away the taboo around period stains, we decided to put them upfront. In partnership with photographer Sophie Ebrard, we shot images of people bleeding into their underwear. Live. But not as blood has always been shown (sensationalist and provocative), these are intimate and empowering portrayals of menstruation that show the world how natural period stains are.
The idea was to put the stains out there in an outdoor campaign. But the media was concerned over the content and rejected the campaign. So we had to take the long way. Persil hosted an exhibition with the photographs, which led to people opening up and sharing their personal stories about blood stains. Both the stories and the photographs came together in a book to keep washing away the taboo in the long term.
The idea was to put the stains out there in an outdoor campaign. But the media was concerned over the content and rejected the campaign. So we had to take the long way. Persil hosted an exhibition with the photographs, which led to people opening up and sharing their personal stories about blood stains. Both the stories and the photographs came together in a book to keep washing away the taboo in the long term.
2024 Awards
Total Points: 3
Merit
Credits
Agency
LOLA-MULLENLOWE S.L.U / Madrid
MullenLowe UK / London
Production Company
Wyatt Clarke& Jones / London
Art Director
Ezequiel Scarpini
Chief Creative Officer
Jose Miguel Sokoloff
Copywriter
Josefina Mateo
Creative Director
Bronwyn Sweeney
Jorge Zacher
Kevin Cabuli
Loren Cook
María García Campos
Designer
Alan Chung
Jade Arroyo
Yan Graller
Executive Creative Director
Tomas Ostiglia
Illustrator
Mario Niveo
Photographer
Sophie Ebrard
Producer
Frances Leahy
Hettie Rifkin
Lisa Tuck
Global Group Creative Director
Eduardo Salles
Global Strategy Director
Rachel Stets
Account Director
Hannah Trudgett
Account Supervisor
Cristina Panea
Agent
James Gerrard-Jones
Global Brand Business Lead
William Dixon
Head of Production
Felipe Calvino
Managing Director
Tom Elliston
Related Awards
