Kotex Global Brand Campaign 

Own Your Flow

Kotex set out to establish a global platform that didn’t inform, but instead reflected the audience. The strategy centered on the intense pressure that comes with modern womanhood. Research confirmed what our team of female creatives already knew: young women come of age in a pressure system. They are told to be unique, yet expected to follow norms. They are scorned for being too loud, and walked over for being too quiet. The rules are always changing. All the while, her body is changing too, adding another level of physical and social tension. The only way to find her way through the chaos is to reject external factors and find inspiration and encouragement from within herself.

We used the story of one athlete to reflect the experience of many, positioning periods as one of many sources of stress that women learn to manage in adolescence. The film is scored with an original recording of Everybody Wants the Rule the World. It was reimagined as a duet between our main character and herself which changes the meaning of the song. And it was brought to life by Juan Cabral and his team of visual geniuses, becoming the only commercial he chose to direct in 2026.

TLDR: An award-winning film about finding confidence in yourself, and a campaign that gave Kotex a modern, authentic voice in the category.

Awards:

Cannes Lions: 1 Silver, 1 Bronze, 2 Shortlists
ADC: Best of Discipline, 1 Gold, 4 Silver, 4 Bronze, 2 Merits
The One Show: 1 Bronze, 1 Merit
Clio Health: Grand Clio