Thinx are running a new campaign in the New York City subway stations, it can be seen at Grand Central and Williamsburg’s Bedford Avenue stop, and in one out of every ten subway cars. The copy on the ads is very colloquial, to the point of looking like it came straight from a lazily spelled text. This is all part of the plan, says Miki Agrawal the CEO and co-founder of Thinx, who wants the ads to feel like a conversation between friends, and the ads to make you laugh or smile. The product is interesting as well, period panties that promise no leakage. At first, I misunderstood and thought they meant they were selling those ugly panties you keep around just for those days, which would be a bold branding move. But these are meant to be worn in lieu of pads or tampons.
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Thinx in House agency Creative Director: Miki Agrawal
