Hard Work Club launches an energetic and empowering track for Knix Leakproof underwear.
Toronto-based creative agency Hard Work Club has launched the “Every Body in Leakproof” campaign to generate awareness for Knix’s line of Leakproof underwear.
Knix’s Leakproof intimates offer game-changing protection from sweat, bladder leaks (something 1 in 4 women deal with) and menstruation.
At the centre of the campaign is a music video-style spot, “Blood, Sweat & Pee (Nothing to Hide).” The 60-second+ spot features music by rapper, advocate and entrepreneur, Exmiranda and showcases a diverse group of talented people who refuse to feel shame simply because their bodies leak. The campaign incorporates dancers, a skateboarder, an incredibly fierce skipper, a powerhouse drummer and a new mama, all enjoying carefree movement in their Knix Leakproof underwear.
“We wanted to bring our brand mission to life in an energetic and kinetic setting that reminds our consumers that our products are designed for every body,” explains Barry Alexander, Knix VP Brand Marketing. “The team at Hard Work Club have done an amazing job bringing this to life and presenting a campaign that inspires our community to live unapologetically free.”
Running on TV and online across the US and Canada, the campaign comes as the brand recently expanded their brick and mortar presence in the U.S.
“Knix is a true glass-ceiling-smashing brand that has championed being raw, unapologetically free and real since day one,” says Meghan Kraemer, Partner and Creative Director at Hard Work Club. “We wanted this campaign to get honest about body leaks, but be deliberately playful doing it. A music video and early aughts inspired track felt like an interesting way to topple the taboos around blood, sweat and pee.”
The campaign is supported by unapologetically honest OOH ads with headlines that read ‘What’s a little blood, sweat and pee?’ “The thinking behind the OOH was simple,” said Kraemer. “We’ve never seen a brand bold enough to put the words “blood” and “pee” on a billboard. It has a bit of a ‘if you know, you know’ wink that we loved,” she said.
The campaign was created using what Kraemer calls a “dream team” made up of Toronto-based production and post-production talent —including director Kelsey Larkin (Skin & Bones), editor Michael Barker (Outsider), and Studio Feather. SNDWRx and Didier Tovel, meanwhile, delivered a track that feels like an authentic 2006 banger that you won’t be able to get out of your head.
Lyrics: Blood, Sweat & Pee (Nothing to Hide)
Hit me with the blood, sweat and pee.
We leakproof. We leakproof.
Give me all that blood, sweat and pee.
We leakproof. We leakproof.
Catch me on the move, best believe.
We leakproof. We leakproof.
Whatever I do, it’s on me.
We leakproof. We leakproof.
What’s a little blood, sweat and pee?
‘Cause I can run, yeah I can sneeze.
And my flow ain’t nothing to me.
I made a human, don’t know where you been.
We leakproof.
Hit me with the blood, sweat and pee.
We leakproof. We leakproof.
Give me all that blood, sweat and pee.
We leakproof. We leakproof.
Catch me on the move, best believe.
We leakproof. We leakproof.
Whatever I do, it’s on me.
We leakproof. We leakproof.
Gimme, gimme blood, sweat and pee.
We leakproof. We leakproof.
CREDITS
Campaign Title: Every Body in Leakproof
Brand: Knix
CEO: Joanna Griffiths
VP Brand Marketing: Barry Alexander
Creative Director: Dave Barber
Agency: Hard Work Club
Partner, Brand Growth and Operations: Cameron Stark
Partner, Creative Director: Meghan Kraemer
Partner, Creative Director Design: Christian Buer
Copywriter: Meghan Kraemer
Art Director: Christian Buer
Agency Executive Producer: Erica Metcalfe
Production House: Skin and Bones
Director: Kelsey Larkin
Director of Photography: Kris Bonnell
Line Producer: Michelle Woodward
Editorial: Outsider
Editor: Michael Barker
Assistant Editor: Lia Han
Executive Producer: Kristina Anzlinger
Producer: Kayan Choi
Online + Colour: Studio Feather
Online Artist: Sonia Ruffolo
Colourist: Ana Escorse
Assistant Colourist: Janella Cabus
Producer: Rebeca Ortiz
Executive Producer: Sara Windrim
Music and Sound Design: SNDWRx
Song: “Blood Sweat and Pee” composed and written by Didier Tovel
Performed by Exmiranda
Sound Design: Geoff Devine
Coordinating Producers: Alison Lawee, Becca Friesen
Casting: Shasta Lutz, Jigsaw Casting
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