Spikes Asia

Protection Beyond Imagination

GREY, Hong Kong / PROCTER & GAMBLE / 2023

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Overview

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Credits

Overview

Idea

Chinese women today are demanding more from their sanitary pads when it comes to functionality, comfort, and most importantly safety and health. Most believe that their sanitary pads can’t sufficiently protect them from bacteria-causing sickness and allergies like eczema.

While cotton fiber commonly used in sanitary pads absorbs liquid efficiently, it does not fully guarantee the protection and comfort women are looking for. Whisper has developed a ground-breaking innovation called Flex FoamTM, a proprietary material that continuously absorbs and locks in fluid for more secure and leak-free protection.

The innovation of Whisper Flex FoamTM lies in the perfect integration of comfort and protection.

We used the Door God as a symbol—culturally known in China to protect people from danger and misfortune—to demonstrate the incredible protective strength of Flex FoamTM.

Execution

Chinese elements are embedded in the illustration design to represent good fortune such as the cloud-like shape of the sanitary pad found in the god’s armor and weapon. The visual texture of the illustration also uses the same material of Flex FoamTM to symbolize soft comfort.

Overall, the artwork captures the unbelievable protective power of Whisper Flex FoamTM that makes it truly beyond imagination.

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