Context

Kotex is a brand which believes in championing women’s progress. Through their sanitary pads, they want to make sure that periods or the negative perception of periods never get in the way of women’s progress.

To combat uneasiness during periods, Kotex has created a new breakthrough product – a wearless pad. It offers the best ‘unnoticeable’ experience. What we mean by unnoticeable is that the pad fits and takes the shape of the body so well, women feel like they are not wearing a pad at all. It is as good as a thin layer over the body, or even like having a second skin. 

Creative brief

Show us disruptive ways to visualize the Kotex wearless pad’s benefit of being the best fit, making you feel as though you are not wearing a pad at all.

This new pad is designed such that it folds around the body shape and fits so well that a woman feels like she is not wearing a pad at all.