Thinx: MENstruation by BBDO New York

Client: Thinx
Date: Oct 2019
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Thinx, which makes ‘period-proof underwear’, is imagining a world where both sexes get periods and nobody is uncomfortable talking about them.

In ‘MENstruation,’ the first national TV ad campaign for Thinx, includes scenes where cisgender men talk about their periods, like where a boy tells his dad that he got his first period, a man asking a colleague for a tampon, and a teen boy dropping pads out of his locker and a girl helping pick them up.

Other scenes show a man rolling over in bed to reveal a blood stain on the sheets and a guy checking out his jeans in a bathroom mirror to make sure he doesn’t have a stain.

The tag states, “If we all had them, maybe we’d be more comfortable with them,” and concluding with a call to action for all viewers, “It’s time to get comfortable” talking about and destigmatizing menstruation.

Credits

Agency, BBDO New York

Bianca Guimaraes, VP Creative Director

Peter Alsante, VP Creative Director

Jenn Tranbarger, ACD/AD

Jess Rello, ACD/CW

David Lubars, Chief Creative Office, Worldwide

Greg Hahn, Chief Creative Office, New York

Angela Narloch, Executive Producer

Anthony Curti, Executive Producer

Corie Rosenblatt, Producer

Yamaris Leon, Content Operations Director

Julia Millison, Music Producer

Shelly Bloch, Business Manager

Dave Rolfe, Head of Integrated Production

Katherine Grib. Account Director

Olivia Dames, Account Executive

Crystal Rix, Chief Strategy Officer

Nicole Landesman, SVP Brand Strategist

Kim Ryneska, SVP Brand Strategist

Christine Yang, Data Solutions Manager

Client, Thinx

Maria Molland, CEO

Siobhán Lonergan, Chief Brand Officer

Hilary Fischer-Groban, Brand Director

Meng Shui, Creative Director

Daniella Sakhai, Senior Manager of Performance Marketing

Meredith Zingale, Brand and Creative Project Manager

Production, Biscuit

Shawn Lacy, Partner/Managing Director

Rachel McDonald, Director

Autumn Durald Arkapaw, Director of Photography

Holly Vega, Executive Producer

Mercedes Allen-Sarria, Head of Production

Rachel Glaub, Head of Production

Maury Strong, Line Producer

Editorial, Arcade

Sila Soyer, Executive Producer

Arlene Perez, Producer

Laura Sanford, Editor

Jeff Lopus, Editor

Max Hoffman, Asst Editor

Sound Design, Heard City

Gloria Pitagorsky, MD/Partner

Eric Warzecha, Audio Engineer

Color, Company 3

Sofie Borup, Colorist

Alexandra Lubrano, Producer

Finishing Company, The Mill

Bethany Phillips, Producer

Luke Proctor, Producer

Anton Anderson, VFX Artist

David Forcada, VFX Artist

Justin Keil, VFX Artist

Jamie Scott, VFX Artist

Drew Maloney, VFX Artist

Sam Caine, VFX Artist

Corey Brown, VFX Artist

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