Blood, Sweat & Pee

Client:

Knix

Advertising

Stigma-smashing anthem celebrates body leaks

There wasn’t an ounce of realness in undergarments until Knix introduced it. Think unobtainable, airbrushed “angels” stiffly posed in unrealistic positions.

Fast-forward a few years and suddenly every brand was body positive and carrying a product in the leakproof category.

So how does Knix re-establish brand leadership when everyone’s coming for the white space they created?

"What’s a little blood, sweat & pee? ‘cause I can run, yeah I can sneeze. And my flow ain’t nothing to me. I made a human, don’t know where you been. We leakproof."

Other brands may have ditched the mysterious blue period liquid, but they were only tip-toeing into being real.

Our music video campaign wouldn’t stop at de-stigmatizing body leaks, it would straight-up celebrate them. Not just monthly periods, but all the ways real bodies leak every damn day.

"Light-years away from the awkward scenarios and product demos of the past"

THE STABLE

Bold lyrics, bright lights, real athletes, dancers and recent mothers - plus a female-led production and crew - all came together to create an unapologetic and in-your-face ode to real bodies - especially the ones that leak.

"Humane marketing like this has real power on it's own, and we're better off for it."

Adweek

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