DON'T CALL ME CRAZY
Art Director, Sof Martinez
Copy Writer, Lily Smokler
INSIGHT
For centuries, women have been dismissed as "dramatic," "emotional," "irrational," "crazy." But it was never madness… it was hormones doing exactly what they were designed to do.
TheCONCEPT
Flo reclaims the "crazy," every intense, misunderstood phase of womanhood, as biology, not shame. Through #DONTCALLMECRAZY, women submit and reclaim their screams. Flo reposts them in signature bright pink, turning private release into a collective movement.
Social
OOH
Videos submitted by women themselves are featured on billboards and posters.
Landing page
Where everything comes together.
