Knix - Period Underwear Changes Everything

As Knix's most extensive out-of-home campaign to date, "Period Underwear Changes Everything" was crafted to spark discussion and consideration by normalizing leaks in a big way.

While Knix primarily operates through direct-to-consumer channels, the aim of this campaign is to attract more customers to its brick-and-mortar stores in Toronto and Vancouver.

In addition to the out-of-home placements, the campaign included radio, television, site, retail, and direct mail.

Associate Creative Director: Nicole Stafford

Copy and Creative Director: Dave Barber

Photography: Williams + Hirakawa

Styling: Carla Candela

Makeup: Tami El Sombati

Hair: Brian Borg

Design: Rosalie Tran