It’s fair to say that the taboos around women’s menstrual and bladder control needs have been well and truly eradicated. The newest no holds barred campaign comes from Canada, by Toronto creative agency, Hard Work Club, for Knix’ range of leakproof undies.
The campaign’s hero commercial is a music video, Blood, Sweat & Pee (Nothing to Hide). The 60-second spot features music by rapper, advocate and entrepreneur, Exmiranda, backed by a range of women who are unashamed to be women – dancers, a skateboarder, an incredibly fierce skipper, a powerhouse drummer and a new mum.
The lyrics are appealing defiant – a whole new way to give women confidence in protective products, that’s light-years away from the awkward scenarios, voiceovers and product demos of the past.

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.

“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,” explained 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.”
The commercial is running on TV and online across the US and Canada, and supports the brand’s recent expansion to include physical stores in the US.
“Knix is a true glass-ceiling-smashing brand that has championed being raw, unapologetically free and real since day one,” added 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 its headline, What’s a little blood, sweat and pee?. The thinking behind the OOH was simple,” Kraemer explained. “We’ve never seen a brand bold enough to put the words ‘blood’ and ‘pee’ on a billboard. It has a bit of an ‘if you know, you know’ wink that we loved.”
The campaign was created using what Kraemer calls a “dream team” made up of Toronto production and post-production talent — director, Kelsey Larkin (Skin & Bones); editor, Michael Barker (Outsider); and Studio Feather. SNDWRx and Didier Tovel delivered the track that feels like an authentic 2006 banger.

Credits:
Brand: Knix
Chief Executive Officer: Joanna Griffiths
VP Brand Marketing: Barry Alexander
Creative Director: Dave Barber
Agency: Hard Work Club
Partner, Brand Growth & 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 Company: 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 & Sound Design: SNDWRx
Song: Blood Sweat and Pee composed & written by Didier Tovel
Performed by Exmiranda
Sound Design: Geoff Devine
Coordinating Producers: Alison Lawee & Becca Friesen
Casting: Shasta Lutz @ Jigsaw Casting
