Kotex - She Can!

Creative idea

Women in sports face discrimination, especially in Kazakhstan's patriarchal society. As a result, fewer and fewer girls want to pursue career in sports. Kotex started the dialogue about women in sport and invite popular football team BIIK, multiple champions of Kazakhstan, previous 16 place in UEFA rating to popular podcast, where they talked about their struggles and success. To warm up the audience Kotex launched an online film with popular MMA-fighter and football enthusiast Yerkebulan Toktar. He played the role of the sportsman in the upside-down world and start the controversial talks just the day before popular MMA-fight.

Brand name: Kotex
Advertiser / client: Kimberly-Clark
Product / service: Menstrual hygiene products
Campaign name: She Can!
Agency network: FCB
Agency: FCB Artgroup Almaty
Web address: https://www.instagram.com/p/C4PwAn3gPWn/
Executive creative director: Nikita Frankovskiy
Creative director: Erika Romero
Art director: Oleg Tsoy, Semyon Mishchinenko
Copywriter: Tais Tukanova, Aibek Khassanov
Designer: Assylzat Ratbek, Arina Shakirova, Danil Li
Account director (agency): Rustam Kunanbaev
Client account director: Olzhas Shakhabayev
Managing director: Sabina Goldberg, Saima Djakhangirova
Strategic planner / strategist: Ruslan Kim