Kotex - Red dragon's power.

Creative idea

Problem: In Kyrgyzystan talking about periods in families is considered dirty or embarrassing. Young girls (11-13 yers old) feel intense shame and insecurity about their bodies and perceive menstruation as something bad, reinforcing the stigma. The brand has very limited possibilities of communication with target audience of this age group. Solution: Kotex in collaboration created first manga about menstruation. This is an alternative history of the emergence of menstruation, in which we showed images of local strong girls and gave menstruation an important, magical meaning.

Brand name: Kotex
Advertiser / client: Kimberly-Clark
Product / service: Menstrual hygiene products
Campaign name: Red dragon's power.
Agency network: FCB
Agency: FCB Artgroup Almaty
Web address: https://mangalib.org/krasnaya-sila-drakona?section=info
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