Thinx Inc., the period solutions company behind Thinx period-proof underwear, is launching its first-ever national television ad campaign, “MENstruation,” devised by BBDO New York. This centerpiece spot–directed by Rachel McDonald of Biscuit Filmworks–asks the question “If we all had periods, would we be more comfortable talking about them?” and includes scenes in which cisgender men are placed in everyday situations people with periods experience and know all too well, including: A boy telling his dad “I think I just got my period”; a man asking his colleague, “hey man, do you have a tampon?”’ and a man rolling over in bed to reveal he left a blood stain on his sheets.
Maria Molland, CEO of Thinx Inc., said of the campaign, “People with periods are taught from a young age that one of our body’s natural processes is something to be ashamed of, and something we should go to great lengths to conceal. We’re taught to hide our period products in our sleeves on the way to the restroom, and constantly check our clothes for any leaks or stains. In fact, 80% of teens [with periods] report a negative association with periods, and say they are gross or unsanitary.
Molland continued, “In our first national television campaign, we are imagining the answer to this question: If all people had periods, including cisgender men, would they be normalized? Would we be able to talk openly about them, without shame? Half the population does have a period, and we want to broaden the conversation to everyone, no period required.”
“Our goal was authenticity and empathy,” said Crystal Rix, chief strategy officer of BBDO New York. “So much of the industry and culture uses ridiculous euphemism to talk about periods. We wanted an honest and sincere attempt to build understanding and empathy for people with periods.”
CreditsClient Thinx Inc. Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Bianca Guimaraes, Peter Alsante, VPs/creative directors; Jenn Tranbarger, associate creative director/art director; Jess Rello, associate creative director/copywriter; Angela Narlock, Anthony Curti, executive producers; Corie Rosenblatt, producer; Yamaris Leon, content operations director; Julia Millison, music producer; David Rolfe, head of integrated production; Crystal Rix, chief strategy officer; Nicole Landesman, Kim Ryneska, SVPs/brand strategists. Production Biscuit Rachel McDonald, director; Shawn Lacy, partner/managing director; Autumn Durald Arkapaw, DP; Holly Vega, exec producer; Mercedes Allen-Sarria, head of production; Maury Strong, line producer. Editorial Arcade Laura Sanford, Jeff Lopus, editors; Max Hoffman, assistant editor; Arlene Perez, producer. Sound Heard City Eric Warzecha, audio engineer; Gloria Pitagorsky, managing director/partner. Color Company 3 Sofie Borup, colorist; Alexandra Lubrano, producer. Finishing/VFX The Mill Bethan Phillips, Luke Proctor, producers; Anton Anderson, David Forcada, Justin Kell, Jamie Scott, Drew Maloney, Sam Caine, Corey Brown, VFX artists.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
To land the relatable... Read More