This week: two fresh ways big brands are making sports inclusive, an unusual eco-tourism idea, a powerful AAPI Heritage Month push and more. 

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5. Thinx: Moist Panties
Agency: Mischief @ No Fixed Address

Around major cities in the U.S., mysterious posters popped up adorned with (arguably) the most reviled words in the English language: “moist panties.”

They pointed passersby to a URL, which revealed it was all a campaign to promote Thinx period underwear, designed to keep its customers dry during their cycles—the exact opposite of the message on the signs. The campaign was created out of Mischief @ No Fixed Address and arrives in time to promote the brand’s newly expanded line of underthings.

4. Renault: Plug Inn
Agency: Publicis Conseil/Publicis Sapient

Renault, along with Publicis Conseil and Publicis Sapient, conceived of an inventive way to encourage electric vehicle use, an app that connects EV drivers with people who have private charging points all throughout France. Called “Plug Inn,” it aims to alleviate EV drivers’ fears about recharging while also creating an extra source of income for consumers willing to rent out their charging points. Renault also believes that the program could also help promote sustainable tourism across the country, as it will encourage drivers to discover and bring income to remote villages.

Rewind: Behind the Super Bowl electric vehicle ad blitz

For more great ideas, bookmark our section covering the best in brand creativity every day at AdAge.com/Creativity.

3. Corona: Native Sportscasters
Agency: We Believers

Though soccer is the most popular sport in Mexico, it’s not exactly the most accessible since many of its fans, who hail from the country’s numerous indigenous communities, are unable to enjoy the sport in their native tongues. They largely rely on radio broadcasts, which are done exclusively in Spanish, though there are other languages spoken in the country. Corona, in an effort to uphold its reputation as a true Mexican brand, stepped up to support all the country’s soccer fans by recruiting “native sportscasters” from around the country to bring soccer matches to indigenous fans in languages including Maya, Zapoteca, Mixe and Nahuatl. 

2. Nike: Inclusive Playground
Agency: Wieden+Kennedy Tokyo

Sports are a blast for some, but if you’re a kid who’s not athletically inclined, they could be a downright nightmare. So this new campaign from Nike Korea reimagined the classic school playground in order to make traditional sports seem more welcoming for kids who typically sit on the sidelines. Agency Wieden+Kennedy Tokyo partnered with creative collective The Glue Society to create an inclusive “playground for all” that brought together parts of a basketball court, a football pitch, a running track and a baseball diamond in a colorful space that aims to encourage kids to jump in and try out new sports. 

1. P&G: The Name
Agency: R/GA

In time for Asian American Pacific Islander Heritage Month, P&G and R/GA debuted this moving film chronicling the life of a Korean American girl named Yeong Joo [yUHng-ju] Park. Over the years, we see she encounters hurdles related to her name, which some might not consider “American.” Throughout, we hear her mother’s words of encouragement. Ultimately, we see that the girl is able to stand up for herself in trying moments, living up to the meaning of her moniker, which her mom reveals is “strong and resilient.” The campaign also includes educational resources and a social push encouraging those of AAPI descent to continue the conversation with their own names, using the hashtag “#OurNamesBelong.”

See more: Ad Age celebrates AAPI creative excellence

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