Ogilvy created “28 days” for Kotex / Day’s, the brand of feminine products for his client Kimberly-Clark Latin America. The idea is simple: the female cycle lasts 28 days and the mood of a woman changes each of them.

So, the creative group were developed 28 pieces that illustrate types of mood a woman has each of the 28 days of her cycle. “Today I’m in good spirits,” “Today I feel distracted,” “Today I feel energetic,” “Today I feel optimistic” and “Today I feel like a Queen “are some of the graphic pieces that are designed to reach consumers in Argentina, Uruguay, Bolivia, Venezuela, Colombia and Costa Rica.

In addition, at the site www.28diasconvos.com women can get the 28 posters in wallpaper format to change their desktop each day and express their mood on the computer. “28 Days” shows that the female cycle has nice things that can and should learn and enjoy.

The creativity of the campaign was led by Gaston Bigio, Jonathan Gurvit, Chief Creative Officer and Head of Art at Ogilvy Argentina, respectively. The performance was in charge of Lemuria.