Always – Maze

Agency: Leo Burnett

Role: Concept & Art Direction

September 2010

I created this ad while I was working at Leo Burnett in 2010. Originally intended for my personal portfolio, it caught the attention of the Chief Creative Officer and was subsequently published as a print ad in a small campaign.

After the ad was released online in July 2011, it caused a bit of a stir for being the first feminine hygiene ad to ever feature blood.

Media:

Daily Mail - Red dot ends taboo: Feminine hygiene advert dares to show blood rather than blue fluid

Globe and Mail - Always does away with the mysterious blue liquid

Huffington Post - Always Runs First Feminine Hygiene Ad To Show Blood

Jezebel - In historic moment, feminine hygiene ad shows blood

Jezebel - How I made the first feminine hygiene ad to ever feature blood

Ad Women - Changes in feminine hygiene product advertising

Awards:

2011 Chicago Silver ADDY Award

2011 D&AD - Shortlist

2011 New York Festivals - Finalist Certificate

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