Thinx: MENstruation

Credits & Description:

Title of Entry: MENstruation
Brand: Thinx
Product/Service: Thinx
Client: Thinx
Entrant Company: BBDO New York
Creative Agency: BBDO New York
Chief Creative Officer: David Lubars (BBDO Worldwide)
Chief Creative Officer: Greg Hahn (BBDO NY)
Creative Director: Bianca Guimaraes
Creative Director: Peter Alsante
Art Director: Jenn Tranbarger (Associate Creative Director, Art DIrector)
Copywriter: Jessica Rello (Associate Creative Director Copywriter)
Account Executive: Katherine Grib/ Olivia Dames (Account Team)
Account Manager: Crystal Rix/ Nicole Landesman/ Kim Ryneska/ Christine Yang (Planning Team)
Production Company: Biscuit Filmworks
Producer: Shawn Lacy: Partner/Managing Director), Rachel Glaub/ Mercedes Allen-Sarria (Head of Production) Holly Vega (Executive Producer), Maury Strong (Line Producer)
Editing Company: Arcade Edit
Editor: Laura Sanford/Jeff Lopus, Max Hoffman (Asst Editor)
Sound Studio: Heard City
Sound Engineer: Eric Warzecha
David Rolfe (Head of Integrated Production)
Vishal Dheiman (Head of Innovation)
Angela Narloch/ Anthony Curti (Executive Producer), Yamaris Leon (Content Operation Director), Corie Rosenblatt (Producer), Julia Millison (Music Producer)
Sila Soyer (Executive Producer), Arlene Perez (Producer),
Gloria Pitagorsky (Managing Director)
Finishing Company: The Mill
Producer: Bethany Phillips and Luke Proctor
VFX Artists: Anton Anderson, David Forcada, Justin Keil, Jamie Scott, Drew Maloney, Sam Caine, Corey Brown
PR: Unbendable Media LLC
Date of Release: 2019-10-15
Director: Rachel McDonald
DOP: Autumn Durald Arkapaw
Notes: 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.