Kirsten Tinoco

Creative

Writing

The Consumer Challenge

America is a shit show. Literally. 71% of Americans have never tried using a bidet - a concerning statistic because only using toilet paper after pooping could lead to awful medical conditions, higher levels of fecal bacteria, and the dreaded skid marks. In the U.S., bidets are seen as a luxury than a necessity, largely due to lack of education and widespread misconceptions. This stands in stark contrast to much of the world, where bidets have been utilized for centuries.

The Objective

To persuade 71% of Americans to embrace bidets alongside toilet paper.

The Audience

71% of Americans

Late or hesitant adopters of bidets in the U.S. approach bidet adoption cautiously due to cultural habits, misconceptions, and concerns about installation and maintenance costs. They are hesitant to explore alternative hygiene practices and prefer the familiarity of traditional methods. They think that using bidets after pooping is a messy, unnecessary, 2-step hassle if they're using toilet paper anyway. They also think that bidets are expensive to purchase, install, and maintain.

The Strategy

Consumer Insight: People want to feel cultured because they’re ashamed to be left behind and to look inferior.Brand Advantage: TUSHY bidets are America’s affordable and convenient option for a more hygienic poop experience.Strategy: Show how TUSHY brings hygiene culture to America.

Because you could be a world leader in hygiene as well. America Catch Up is our call for the U.S. to develop better bathroom hygiene standards to be on par with the rest of the world. Through TUSHY, Americans can experience the refined toilet culture the world has to offer- without the need to fly out. It’s time for America to catch up.

Activation

Customer Journey

Supporting Executions

The Consumer Challenge

Many individuals, especially people of color, feel excluded by the makeup industry. This makes them feel a deep sense of frustration and alienation. When the shade range offered by makeup brands fails to cater to their skin tones, they perceive it as a direct dismissal of their identity and beauty. When they don't see people who look like them featured in makeup advertisements, they feel marginalized and unacknowledged. These reinforce the notion that their beauty standards are not accepted or celebrated by the industry.

The Objective

To increase awareness of Fenty Beauty as the top-of-mind brand for inclusive makeup.

The Audience

Playful Curators

Playful Curators are individuals who view makeup as a means to enhance their natural beauty and boost their confidence. They shop for makeup with a sense of enjoyment, while still thoughtfully selecting products. They are adventurous in exploring various brands and are unafraid to try new products. They value self-expression, self-empowerment, and the enjoyment of experimenting with different makeup products.

The Strategy

Consumer Insight: I want to feel like myself when I wear makeup. I just want to amplify my beauty and confidence as ME.Brand Advantage: Fenty Beauty offers 58 foundation shades.Strategy: Show how Fenty Beauty gives you the shade that’s true to you.

Makeup is supposed to be your second skin. It isn’t a mask you hide behind. It’s something that highlights your beauty and amplifies your confidence. It’s an emphasis on your true self. YOUR True Beauty.Getting the makeup that isn’t for you alienates you from the beauty within your skin. This is why finding the makeup that best suits you is what we value here at Fenty Beauty.With our 58 different shades of foundation; you can surely find the color that matches your beauty and in turn, find the makeup that is meant for you Fenty is makeup you can trust.
Fenty is FOR YOU.

Activation

Fenty4You Pop-Up

In the Fenty4You pop-up, customers of different skin types find the Four-Piece makeup kit THAT IS FOR THEM!Fenty’s beauty experts of different ethnicities and skin colors help customers find their match through shade-matching sessions.New York | Boston | Los Angeles

Fenty Selfies

The Consumer Challenge

Transgender men and non-binary individuals wrestle with their identity during their period. For transgender men, menstruation may challenge their sense of masculinity, while non-binary individuals may grapple with the expectations associated with traditional gender norms. To make matters worse, mainstream representations of menstruation typically adhere to a binary understanding of gender, failing to acknowledge the diverse range of identities and experiences. Consequently, menstruators who don't conform to traditional gender norms may feel marginalized and invalidated.

The Objective

To position August as the premier subscription service for period products for gender nonconforming menstruators.

The Audience

Non-she/her Bleeders

Non-she/her Bleeders are individuals who cut across traditional gender norms and embrace a broader spectrum of identity. They seek representation and personal expression in every aspect of their lives, including their menstrual experience. They view menstruation as a natural bodily process detached from gender norms. These individuals challenge the notion that menstruation is inherently linked to femininity or womanhood, opting instead to define their own relationship with their bodies and their cycles.

The Strategy

Consumer Insight: While we all bleed, not everyone who bleeds is the same.Brand Advantage: August's overall branding, values, and packaging are gender neutral.Strategy: Show how August gets you and makes you feel validated on your period.Transgender women often feel shame when they purchase period products in stores. Therefore, a monthly subscription box of period products delivered to their homes helps them overcome this challenge.

By showing that non-she/her bleeders get their period too, we are giving a voice and a face to a social movement that is screaming for attention. We want to bring that attention by allowing non-cisgender women bleeders to have a positive experience purchasing period products—one that does not trigger them and one that is fighting for their cause.

Out-of-home

Social Media

Subscription Box

Activations

It’s indescribably frustrating when your period disrupts YOUR MOMENTS. But why should your period have the final say?
After all, it IS your life.
This is why Flo has your back.
Using its cycle calendar, women can track and understand their periods, enabling them to maximize the days when they can have their moments.With Flo, women can enjoy life
without letting their period get in the way.

Out-of-home

TVC

Cockblocker :30

Activation

Digital

Social Media

Trash infiltrates every aspect of our lives, from the seafood we consume to the air we breathe. These tiny particles find their way into our bodies and the food we feed our children. With each passing day, the scale of this issue becomes more alarmingly enormous, impacting not only our health but also that of our oceans and ecosystems. By recreating trash into giant, unignorable symbols of environmental degradation, we can bring attention to the importance of recycling.

Parade of giant art made of found trash

Think Macy's Thanksgiving Day Parade but for a cause

Empire State Building

Copy: The things you don't recycle could fill this building. 7 times.

Chrysler Building

Copy: The things you don't recycle could fill this building. 6 times.

Willis Tower

Copy: The things you don't recycle could fill this building. 2 times.

Bringing it to nature

via projection

Boston Commons

Chicago River

3D Billboards

Content Series

Documenting the artists' processes

Social Media

When it comes to mac and cheese, one size doesn’t fit all. Whether you prefer a classic blend of cheddar and breadcrumbs or a daring fusion of bacon and jalapenos, the canvas is yours to paint. But maybe nothing beats the comforting nostalgia of childhood like a steaming bowl of mac and cheese with hotdogs. With each unique creation, you’re not just making a meal – you’re making a statement. Let your taste buds lead the way, so that each dish can become as unique as you are.

Activation

Make your own mac and cheese bar

In-store Posters

Topping Bar

Transit Ads

Influencer Collaborations

Championing Freedom: Abolishing Outdated Laws in the Philippines

A recent incident in the Philippines has brought to light a troubling reality. In a nation profoundly influenced by Catholicism, the arrest of drag artist Pura Luka Vega, whose real name is Amadeus Fernando Pagente, raises important questions about free speech and the separation of church and state.Vega’s arrest stems from a controversial performance in which they sang a punk rock version of the Lord’s Prayer while dressed as Jesus Christ. The performance sparked nationwide outrage and religious leaders and lawmakers branded it as blasphemous. Vega defended their performance as a form of artistic expression and a way to express the pain of being denied rights as a queer individual in a deeply Catholic country.Prior to their arrest, Vega was declared “persona non grata” in 17 parts of the country, including Manila, the country’s capital. While Vega is technically allowed to enter these areas, this declaration has labeled them as an unwelcome presence within these communities. It has cost them jobs, with many clubs canceling shows, which constitute their primary source of income. This underscores the broader implications of the charges against Vega; not only do they face legal consequences, but their livelihood and artistic expression are also under threat.The charges against Vega originate from a law that prohibits “indecent or immoral plays, scenes, acts, or shows” that “offend any race or religion.” While Vega was released on bail, they could have faced imprisonment for up to 12 years and potential fines if convicted.However, laws criminalizing the offense of religious beliefs conflict with the fundamental human right to freedom of expression. In a democratic society, the law should protect an individual's rights, regardless of their religious beliefs.The separation of church and state, a cornerstone of modern democratic societies, is meant to prevent religious groups from wielding excessive influence over the state and its laws. Article 201 in the Philippine Revised Penal Code blurs this line by prioritizing religious sentiments above all else. This undermines democracy and stifles diverse voices.In a country where nearly 80% of the population is Roman Catholic, the subjectivity and ambiguity of these laws also open the door to arbitrary interpretations and enable selective enforcement. This ultimately threatens the rule of law.It is essential to note that the Philippines is a signatory to international agreements that safeguard the right to express ideas and opinions, even when they challenge religious beliefs.To ensure a just and progressive society, it is imperative to repeal laws like Article 201 in the Philippines. Repealing such laws does not imply an endorsement of offense or vilification of religious beliefs. It signifies the prioritization of an individual’s right to express themselves freely.As the Pura Luka Vega issue continues to make headlines, it serves as a call for the Philippines to revisit its laws that restrict freedom of speech and expression. Vega’s arrest should not be a testament to the power of outdated legislation but a reminder that the nation must reevaluate its priorities in law and justice. Abolishing Article 201 is a crucial step towards defending the principles of liberty, democracy, and a clear separation of church and state in the Philippines.In a swiftly changing world, the Philippines must protect the rights of its diverse citizens and allow the voices of all to be heard without fear of persecution.

Public Service Announcement Memo

Concept: Racial bias in healthcare – patient refusal of care due to raceMultimedia: TV, YouTube, TikTok

Parts of a Script

Attention-grabbing opener
White female patient overtly refuses care from a Filipino nurse and asks to be treated by a white doctor instead.Storyline
White female patient refuses care from a Filipino nurse, expressing a preference for a white doctor. Tests reveal that Karen has hemoglobin E-beta thalassemia, a rare condition almost exclusive to Southeast Asians.Twist
Tests show that Karen is a quarter Filipino.Call to action
Donate to APAMSA’S fight against racial bias in healthcare. www.apamsa.org/donate/Slogan
We’re all connected. Racism is a horrible disease.

We're All Connected

30-SECOND SPOT