Kotex - «Around the woman for 28 days" Bashny.Net

One of the most "hyped" brand corporation Kimberly-Clark - Kotex, ordered a campaign for Latin America, one of the leading advertayzingovyh agencies - Ogilvy.





The essence of the concept of advertising for Kotex / day's pretty simple, but at the same time quite original. It's called "28 Days" (28 day's). The fact that the fair sex, according to advertisers, often changing their emotional state. However, while there is some cyclical in their behavior. In this regard, creatives and suggested a series of prints that reflect the emotional state of the women at the moment. For example: "Today, I present Queen," "Today, I like mimosa", "Today, the energy bubbling inside me," etc. The advertising campaign was developed under the leadership of the head of the art department Gurvita Jonathan (Jonathan Gurvit) and creative director Gaston Bigio (Gaston Bigio), working in the Argentine agency Ogilvy.