The Kotex She Can Anthem: when our client Kotex wanted to challenge period stigmas in South Africa, we chose a different way to connect with our target consumers - through a medium that connects with their hearts - music. We chose a song that was negative towards women and used our social media pages to invite the women of South Africa to co-author the new song with South African hip-hop star Boity. We created a pro-period anthem for the women of South Africa, by the women of South Africa - and then collated an all-female cast and crew to make the music video. While shooting the music video we also make Kit the director the star of the product ad - as well as shooting 5 behind-the-scenes content pieces profiling incredible women who brought the project to life. Strongly bringing to life the brand premise - Period or not, she can!