Wellness was the word on everyone’s lips but for some reason, periods were excluded from the conversation. Kali, an all-organic period hygiene product, wanted to own this space and insert themselves into the market as a vital part of a woman’s wellness journey. Because they were, with custom period packs designed to make periods an opportunity for self-care. To help make this possible, we positioned Kali as a brand that helps “Bring Wellness Full Cycle.” Using a series of images and videos of women captured in slice-of-life moments inspired by insightful nuances, we established Kali as a brand that all women could relate to. The campaign, in stark contrast with typical images associated with period wellness, made Kali a formidable brand in menstrual talk.
Secret had a new tagline—All Strength, No Sweat—and needed help showing the world they owned it while making a cultural impact at the same time.
As a swimwear start-up with a bold vision of inclusive beauty, but little money, Chromat motivated us to confront the clichés of beauty with an uncompromising new set of “Pool Rules.”
VitaminWater was a runaway, but niche success. With big ambitions, our idea was to change its image from “health drink” to an alternative to “big soda.” To do that, we challenged people not to just try something different but to be different and celebrate it.
Everyone talks about wellness but for some reason, it’s not part of the conversation surrounding periods. We changed this with Kali’s new “Bring Wellness Full Cycle” campaign.