Hanes

#BloodHappens #ComfortPeriod

PROJECT: Introduce Hanes period underwear line Comfort FlexFit in an already crowded market.

To stand out and get people to comfortably talk about periods, we visualized classic euphemisms used for period blood and addressed the shame that often comes with it with a fashion shoot that can’t be overlooked.

Hanes Comfort Period underwear will always be there to help you get comfortable with the discomfort of your period.

AGENCY: Martin

CREDITS:

Group Creative Director: Gustavo Dorietto

Freelance Creative Director: Anja Duering

Copywriter: Stacy-Ann Ellis

Art Director: MJ Cuyan

Photographer: Ashley Armitage