No woman should be prevented from doing something because she is a woman and menstruates. With that in mind, Intimus®, Kotex® local brand - Kimberly-Clark's feminine care brand and whose purpose is to encourage the female progress, emphasizing its signature "period or not, she can" - take advantage of the moment when attention is focused on the biggest football event -which until ago it was a sport allowed only for men, even refereeing –, to portray the story of former soccer referee, Lea Campos, in a short film that reinforces the importance of fighting pre-judgments and prejudices related to menstruation.
The Brazilian, one of the first soccer referees in the world, in 1967 was prevented from refereeing soccer matches, being, at the time, questioned by officials how she would act when she was in her period. She fought for years until she was finally freed to referee matches of great importance in the world and opened doors so other female referees could make their dreams come true, showing that, period or not, women can accomplish whatever they want.
“Kotex® and therefore Intimus® created, in recent years, a series of initiatives that encourage women to pursue their dreams, period or not. We want to show that nothing can stop them and that their place is wherever they want, whether on the football field, in the corporate environment, behind the wheel, on the street, on skateboard, among other professions. And the trajectory of Lea Campos is a clear example of overcoming and questioning the stigma of menstruation!” says Marisa Cury Cazassa, Kimberly-Clark's executive marketing manager in Brazil.
Created by Ogilvy and produced by MoonHeist, the thrilling 3-minute film, directed by Olivia Lang, features classic scenes from a game day: from the tunnel to the field, in 1967 – when Lea was getting ready to be one of the first female referees in the world. In the film, her struggle over those years is synthesized in one single dialogue between the protagonist and the two men representing the sports directors of the time. The discussion illustrates stigmatized speeches that she had to hear, read and face during her battle to be able, years later, to fulfill her dream.
“We are proud to bring a little bit of Lea's history to the spotlight, showing how her pioneering spirit reverberates to this day. But, above all, we want to show how important it is to fight gender prejudices in our society, so that no girl has to overcome so many obstacles just to do what she likes", emphasizes Sergio Mugnaini, Chief Creative Officer of Ogilvy Brazil.
The campaign will also have a whole content plan and PR strategy with the largest Brazilian influencers, such as skateboarder Leticia Bufoni, Bibi Tatto and Thaynara OG, among others.
In the end, Kotex® wants to recognize Lea Campos' legacy and how much she has inspired referees over the generations. The brand is reinforcing the importance of the fight against menstruation stigmas. Because period or not, women can.
This professional campaign titled 'The first female football referee.' was published in Brazil in November, 2022. It was created for the brand: Kotex, by ad agency: Ogilvy. This Film medium campaign is related to the Personal Accessories industry and contains 1 media asset. It was submitted over 1 year ago by Chief Communications Officer: Marina Piacentini of Ogilvy.
Agency: Ogilvy Brasil
Client: Kimberly Clark
Campaign: Intimus® KOTEX® LEA Product: Intimus® KOTEX® Institutional
Chief Creative Officer:: Sergio Mugnaini
Executive Creative Director: Samir Mesquita
Creative Team: John Bogéa, Guilherme Pinho, Rafael Figueiredo, Wagner Montanher, Bruno Ramalho, Felipe Pires, Roberta Magalhães e Caio Finco
Chief Client Officer: Denise Caruso
Account Director: Laís Pasqua
Client service: Manuela Motta e Yasmin Morato
Chief Strategy Officer: Thais Frazão Planning: Fernanda Felicio Supervisor Planning: Evelyn Oliveira
Head of Media: Vanessa Giannotti General Media Director: Thiago Ferraz Media Director: Patricia Monteiro
Media Team: Isabel Barbosa, Isadora Alduini, João Jardim e Natalia Vaccari
Chief Data Officer: Viviane Sbrana
Data Manager: Michelle Lins
Data Analytics Specialists: Andreza Alcantara e Marina Monteiro
Producer: Juliana Henriques
Producer: Francini Santiago e Stephanie Chaya
Film Maker: Moonheist
Scene Director: Olivia Lang
Creative Assistant: Willy Hajli
Director of Photography: Lícia Arosteguy
Director Assistant: Emanuele Fenerich
Executive Production: Ariel Hidal, Henrique Carvalhaes, Paula Lerrer e William Kim
Line Producer: Emanuele Fenerich Production Coordinator: Henrique Carvalhaes Director Production: Rosalia de Soldi Production Assistant: João Pedro Mello
Art Director: Manoela Moura
Art Assistant: Rodrigo Baraldini
Scene Production: Paulo Felipe Barboza Leider
Scene Assistant: Fernanda Coentro Cast Production: Deborah Carvalho Costume Designer: Melina Schleder
Post Production Coordinator: Rodrigo Parente
Post Production Executives: André Serra e Ana Ourique
Finalization: Johann Mallet e Lucas Marini
Editor: Lucas Cainã
Post Production: Space Gorilla
Sound Producer: Lucha Libre Áudio
Account: Daniela Celer
Artistic Direction: Paulinho Corcione
Musical Production: Paulinho Corcione e Danilo Bárbalaco
Finalization: Thacio Palanca
Ogilvy PR: Raphaela Brito
Clients: Ronaldo Art, Maria Claudia Toffoli, Marisa Cazassa, Mariana Barrera, Anne Reder, Paula Forato e Daniela Galeano.