Our brief was to advertise a pad with a cooling effect in the hottest region.
Instead, we designed a full-blown experiential activation of a cooling fashion line.
We partnered with one of Saudi Arabia's most avant-garde designers, Nasiba Hafiz, to create 'The Not Hot Periodwear', a line of wearables inspired by and made from the same cooling material used in the Always Cool and Dry pad.
We revolutionised the way we historically communicated our product by bypassing period taboos and allowing women to fully experience the benefits of the Always Cool and Dry technology.
Can a pad become...