For Young People with Periods

THINX(BTWN)

Dots

CHALLENGE

With their revolutionary period underwear, THINX is working to empower all bodies and destroy the taboo around periods. They wanted to make a big impact across the country with the launch of their innovative new product THINX(BTWN) - for young people with periods, featuring the same great leak-proof technology they’re known for.

Dots

SOLUTION

Based on the insight that first periods are an especially stressful time for teens and tweens navigating puberty, we created a campaign that shows how THINX(BTWN) can eliminate period stress and is a better choice for parent and kid. The three spots are beautifully art directed in the distinct THINX style, with striking visuals from a whirring robot to a father/daughter dance-off. We show how THINX(BTWN) keeps a basketball player focused enough to win her game, helps a girl navigate all her hobbies with ease, and are comfortable enough to bust a move in.