2025 Winner

Blood is often perceived as a badge of honour in sports, yet one in two teenagers quit because menstruation and blood leakage are treated with shame. As part of Knix’s ongoing efforts to normalize periods, “Sport Your Period” featured a decal designed in the shape of a red blood cell to symbolize menstruation. The decals were sweatproof, non-obstructive and visible on every skin tone, allowing professional athletes to wear it anywhere on their bodies and during games to indicate they were menstruating. To bypass official sponsorship rules across major sporting events and professional leagues, the decal was unbranded and designed to be worn directly on the athletes’ skin – not their uniforms. It was also engineered for large-scale production. The campaign generated nearly 300 million impressions, more than 28 hours of continuous visibility during major sports competitions and a 531% increase in earned media value.

Credits

CCO: Aaron Starkman
CSO: Sean McDonald
ECD: Xavier Blais
Writer: Andrée-Anne Hallé
Art Director: Patrick Seymour
Designer: Margot Brejon de Lavergnée, Janila Dargan
Motion Designer: Ignacio Florez
Print Producer: Scott Russell, Jonathan Cesar, Frederick Bailleul
Broadcast Producer: Chantal Wakil, Katia Dupuy
Lead Strategist: Pascal Routhier
Strategist: Anastasia Collet
Account Services: Mélanie Châteauneuf, Gabrielle Bergeron, Noémie Trottier
Brand Narrative: Kristel Dupont, Mégane Landry, Chenda McKissick, Kaitlyn
Vian, Maya Ventresca, Janvi Singh
Editor: Étienne Bergeron
Sound Design: Circonflex – Craig Murdock, Martin Boissel
Production House: Santo Proyecto
Producer: Arturo Fincowsky
Line Producer: Alejandro Rosas
Director of Photography: Alejandro Guemez
Photographer: Arturo Fincowsky, Luis Silva
Client: Emily Scarlett, Deniz Melen