Apparel brand Knix is touting the functional benefits of its protective underwear in its latest campaign, “Every body in Leakproof.”
Created by newly minted Toronto shop, Hard Work Club, the creative is intended to be brutally honest about taboo subjects like bladder leakage, menstruation and perspiration. The campaign is centred around a music video-style spot with the song “Blood, Sweat & Pee (Nothing to Hide)” by Toronto rapper Exmiranda, and features diverse uninhibited women skipping rope, dancing, skateboarding and drumming.
“Every body in Leakproof” is supported by unapologetically forthright OOH, with headlines that read “What’s a little blood, sweat and pee?”
“We really wanted to develop a campaign that broke through and caught people’s attention,” says Barry Alexander, VP, brand marketing at Knix, who says the jarring taglines are meant to reflect the everyday language and experience of the consumer.
Music, Alexander maintains, is a universal language that can be …