2019 D&AD New Blood Pencil Winner

It isn’t every day that a university project leads to an innovative global product launch.

adidas found that over 50% of girls don’t play sport with over 25% of girls stopping between the ages of 14-17. Our research discovered that over 45% of teenage girls choose not to participate in PE while on their period, many due to a fear of leaks.

Our solution was to create leak-proof activewear alongside a campaign that breaks tradition and normalises period discussion.

The work resulted in adidas releasing a product line of period proof activewear, along with a campaign called Stay in Play.

Creative & Strategy: Jerome Wilson, Zoe Deka, Max McKay
Editing: Jesse Leaman, Jerome Wilson