血の戦い | THE BLOOD BATTLE: It began suddenly, but it made me stronger



Creative idea

Six of the most relatable emotional insights surrounding menstruation became six anime episodes. Shame became a dark creature that grew stronger with silence. Puberty and a first period became the heroine’s dramatic transformation. PMS and hormonal mood swings became an evil doppelgänger. Fear of visiting a gynecologist became the final boss that could only be defeated by facing it. Every episode transformed a real emotional struggle into an anime battle, helping girls recognize, accept, and ultimately overcome their fears. To deliver the authentic anime aesthetic the audience values, traditional hand-drawn animation was deliberately chosen over AI-generated visuals, respecting the visual language of a genre teenage girls genuinely trust.

Brand name: Kotex
Advertiser / client: Kimberly-Clark
Product / service: Kotex
Campaign name: 血の戦い | THE BLOOD BATTLE: It began suddenly, but it made me stronger


Agency network: Omnicom Advertising
Agency: FCB Artgroup Kazakhstan, Almaty
Additional company: TAZI Almaty
Web address: https://www.instagram.com/reel/DVngmwXDQQB/?stkn=ZnY2eWJwZ29wMGx1
Agency chief executive officer: Rustam Kunanbaev
Creative director: Nikita Frankovskiy/Erika Romero
Art director: Veronika Dolman
Copywriter: Tais Tukanova
Account director (agency): Sabina Goldberg
Client account director: Kamila Kalen