28 DAYS by Ogilvy & Mather Buenos Aires for Kotex

28 DAYS

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Industry Feminine Hygiene
Media Design & Branding
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Executive Creative Director Gaston Bigio
Creative Director Tamara Litovsky, Silvio Panizza
Art Director Guillermo Basile
Copywriter Armando Braun
Released February 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: KIMBERLY CLARKE
Product/Service: KOTEX
Agency: OGILVY ARGENTINA
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: OGILVY ARGENTINA, Buenos Aires, ARGENTINA
Executive Creative Director: Gaston Bigio (Ogilvy Argentina)
Head of Art: Jonathan Gurvit (Ogilvy Argentina)
Creative Director: Tamara Litovsky (Ogilvy Argentina)
Creative Director: Silvio Panizza (Ogilvy Argentina)
Art Director: Guillermo Basile (Ogilvy Argentina)
Copywriter: Armando Braun (Ogilvy Argentina)
Media placement: postcards - bars, restaurants, gym, shopping - 1 March 2010 - 31 March 2010

Describe the challenges and key objectives
Reach the largest possible number of consumers in places related to their mood (bars, shopping venues, gyms, etc)

Describe the brief from the client
Build an action that link the brand strategy to accompany women in the five stages of the female cycle, summarised in the claim '28 days with you' with the women's day.

Describe how you arrived at the final design
Women feel different each day of the feminine cycle, and every day offers something special to profit from. In this Kotex campaign, '28 days', twenty eight postcards have been produced which reflect feminine emotions all along the femenine cycle.

Give some indication of how successful the outcome was in the market
The postcards were depleted in the first weekend, forcing two runs reprint.