Tampax
Amp
๐ Insight:
Almost all U.S. states exempt non-luxury necessities such as groceries or prescriptions from sales tax, and yet almost all states charge tax on menstrual products, including pads and cups โ despite that these items are considered a necessity by most women.
๐ก Idea:
Tampax is taking a stand against the tampon (luxury) tax to advocate for gender equality. The brand will be rebranded as AMP โ quite literally without the luxury T-A-X in order to demonstrate that womenโs menstrual products are not a luxury. Period.
๐ก ์์ด๋์ด:
ํ ํฐ์ด๋ ์๋ฆฌ๋๊ฐ ์์ฃผ ์ค๋์ ๋ถํฐ โ๋ญ์ ๋ฆฌ ๋ฌผํโ์ผ๋ก ์๋ชป ๋ฑ๋ก๋์ด, ๋ค๋ฅธ ์ ํ๋ค๋ณด๋ค ์ธ๊ธ์ ๋ง์ด ๋ด๊ณ ์์์ต๋๋ค. ๊ทธ๋์ ๋ฏธ๊ตญ์ ๊ฐ์ฅ ์ค๋๋ ์๋ฆฌ๋ ๋ธ๋๋์ธ Tampax๊ฐ ์ ํ ์ด๋ฆ์์ โTaxโ(์ธ๊ธ)๋ฅผ ๋นผ๊ณ Amp๋ ์๋ก์ด ํจํค์ง์ ๋ง๋ค์์ต๋๋ค. ๊ทธ๋ฆฌ๊ณ ๊ทธ๊ฒ์ ์ค์ฌ์ผ๋ก ๋ณธ์ฌ ๊ฐํ๊ณผ ๋ช ํจ๊น์ง ๋ฐ๊พธ๋ฉฐ ์บ ํ์ธ์ ์ด์ด๊ฐ๋๋ค.
๐ฅ Awards
Andy Awards
2020 Gold - Tampax - Amp
Art Directorโs Club
2020 Gold - Tampax - Amp