Kotex recreates the story of the first female soccer referee

Spot from Brazil tells the story of Lea Campos, who fought against misogyny in the 1960s

Published On
Nov 29, 2022

Editor's Pick

We've seen a number of brands recently recreating the stories of female sporting pioneers in their ads -- Michelob Ultra, for instance, told the story of Kathrine Switzer, the first woman to run the Boston Marathon. Now here's another from Brazil, in which Kimberly-Clark owned brand Kotex Intimus recreates the struggles of Lea Campos, the first ever soccer referee. 

Well-timed for the FIFA World Cup, the spot by Ogilvy Brazil depicts how in 1967, Campos was told that, despite being a fully qualified referee, she couldn't participate because her body was too "fragile" and what would happen if she was on her period? The film, directed by Olivia Lang via MoonHeist, shows her being confronted by the officials of the time, with close ups on her face that almost echo the "Handmaid's Tale." It goes on to explain how in 1971 she was finally able to referee a game after years of fighting, in turn inspiring a new generation of women.

The wider campaign will include PR and content pieces in collaboration with Brazilian  influencers such as skateboarder Leticia Bufoni, Bibi Tatto and Thaynara OG.

According to Marisa Cury Cazassa, Kimberly-Clark's executive marketing manager in Brazil, the campaign is designed to show how women overcame the "stigma" of menstruation. 

"We want to show that nothing can stop them and that their place is wherever they want, whether on the football field, in the corporate environment, behind the wheel, on the street, on skateboard, among other professions," she said in a statement.
"We are proud to bring a little bit of Lea's history to the spotlight, showing how her pioneering spirit reverberates to this day," added Sergio Mugnaini, chief creative officer of Ogilvy Brazil. "But, above all, we want to show how important it is to fight gender prejudices in our society, so that no girl has to overcome so many obstacles just to do what she likes."



Nov 29, 2022
Client :
Agency :
Client :
Kimberly Clark
Chief Creative Officer :
Sergio Mugnaini
Executive Creative Director :
Samir Mesquita
Creative Team :
John Bogea
Creative Team :
Guilherme Pinho
Creative Team :
Rafael Figueiredo
Creative Team :
Wagner Montanher
Creative Team :
Bruno Ramalho
Creative Team :
Felipe Pires
Creative Team :
Roberta Magalhães
Creative Team :
Caio Finco
Chief Client Officer :
Denise Caruso
Account Director :
Laís Pasqua
Client Service :
Manuela Motta
Client Service :
Yasmin Morato
Chief Strategy Officer :
Thais Frazao
Planning :
Fernanda Felicio
Planning Supervisor :
Evelyn Oliveira
Head of Media :
Vanessa Giannotti
General Media Director :
Thiago Ferraz
Media Director :
Patricia Monteiro
Media Team :
Isabel Barbosa
Media Team :
Isadora Alduini
Media Team :
João Jardim
Media Team :
Natalia Vaccari
Chief Data Officer :
Viviane Sbrana
Data Manager :
Michelle Lins
Data Analytics :
Andreza Alcantara
Data Analytics :
Marina Monteiro
Producer :
Juliana Henriques
Producer :
Francini Santiago
Producer :
Stephanie Chaya
Film Maker :
Scene director :
Olivia Lang
Creative Assistant :
Willy Hajli
Director of Photography :
Lícia Arosteguy
Line Producer :
Emanuele Fenerich
Production Coordinator :
Henrique Carvalhaes
Director of Production :
Rosalia de Soldi
Production Assistant :
João Pedro Mello
Art Director :
Manoela Moura
Art Assistant :
Rodrigo Baraldini
Scene Production :
Paulo Felipe Barboza Leider
Scene Assistant :
Fernanda Coentro
Cast Production :
Deborah Carvalho
Costume Designer :
Melina Schleder
Post Production Coordinator :
Rodrigo Parente
Post Production Executive :
André Serra
Post Production Executive :
Ana Ourique
Finalization :
Johann Mallet
Finalization :
Lucas Marini
Editor :
Lucas Cainã
Color :
Post Production :
Space Gorilla
Sound Producer :
Lucha Libre Audio
Account :
Daniela Celer
Artistic Direction :
Paulinho Corcione
Musical Production :
Paulinho Corcione
Musical Production :
Danilo Bárbalaco
Finalization :
Thacio Palanca
PR :
Raphaela Brito
Client :
Ronaldo Art
Client :
Maria Claudia Toffoli
Client :
Marisa Cazassa
Client :
Mariana Barrera
Client :
Anne Reder
Client :
Paula Forato
Client :
Daniela Galeano

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