BBDO seems to be the go-to agency for period-related campaigns. AMV in London has done well with its Essity “Blood Normal” and “Viva la Vulva” work, and now the New York office has created a gentler, but just as impactful campaign for Thinx, a “period proof” underwear brand.
This ad imagines a world where we all get periods, and it’s a place where every awkward moment will be familiar to female viewers. Still not quite clear what the product does, but Thinx is apparently selling fast and attracting investors — and it’s done a nice job of bringing to life a harmonious world where we all feel more comfortable.
MAA creative scale: 8