Art’s Missing
Period
Kotex
The challenge
Kotex needed to become culturally vital again by taking on a social tension bigger than the category itself. We found that while art has celebrated bloodshed, sacrifice and violence for centuries, menstrual blood has remained largely erased. Rather than challenge period stigma alone, we set out to confront the cultural systems that sustain it.
2x Gold Cannes Lions 2026
The Opportunity
Art's Missing Period restored censored menstrual art to public view through museum installations, a virtual gallery and a documentary film. Rather than talking about period stigma, the campaign confronted it, reclaiming space for artists and challenging centuries of cultural erasure.
Directed by Emmy Award-winning filmmaker Kathryn Everett, the documentary uncovered the stories behind censored artworks while exploring the provocative idea that humanity's earliest known art may have been created with menstrual blood. Together, the campaign transformed a brand message into a cultural movement, generating global conversation and overwhelmingly positive public sentiment.
