Graphic

Hula 14 Hula Ads on Pads

Finalist
2025 Small Brand Identity
Credits
  • Pou Auaha / Creative Director
    Mark Benseman
  • Pou Rautaki / Strategic Lead
    David Lyall
  • Ringatoi Matua / Design Director
    Ann Davenport
  • Ngā Kaimahi / Team Members
    Caitlin Mitchell, Simone Lash, Sophie Hickey, Kate Goudie, Gabrielle Lawlor, Kate Barry, Jenna Billman, Tamar Hawkins, Sokpart Pao, Elle Kiddie, Jeannie Ferguson, Imogen Greenfield
  • Kaitautoko / Contributors
    Erica Boyd White, Henthoiba Nongmaithem
  • Client
    Ads on Pads
Description:

Ads on Pads set out to create an ecosystem that puts free period products in as many hands as possible. As of June 2025, Ads on Pads have given away over 100,000 period products, providing menstruators throughout New Zealand with free pads, funded through advertising revenue. We’re addressing period taboos at New Zealand work places, festivals and universities in our goal to fight period inequity, while ensuring menstruators never miss out on opportunity.

A clever curved bracket design represents a period pad and functions as parentheses. The parentheses function allows for humour, observations and side-eye moments through copy and design, bringing lightness and relatability to what can be, at times, a heavy topic. The brackets, and the space they create, symbolise a collective movement towards period equity.