Knix - “Blood, Sweat & Pee (Nothing to Hide)” (2021) 1:00 (Canada)

Hit me with the blood, sweat and pee.

We leakproof. We leakproof.

What’s a little blood, sweat and pee?

‘Cause I can run, yeah I can sneeze.

And my flow ain’t nothing to me.

I made a human, don’t know where you been.

We leakproof. 

Toronto-based creative agency Hard Work Club has launched the "Every Body in Leakproof” campaign to generate awareness for Knix’s line of Leakproof underwear. 

Knix’s Leakproof intimates offer game-changing protection from sweat, bladder leaks (something 1 in 4 women deal with) and menstruation.  

At the centre of the campaign is a music video-style spot, “Blood, Sweat & Pee (Nothing to Hide).” The 60-second+ spot features music by rapper, advocate and entrepreneur, Exmiranda and showcases a diverse group of talented people  who refuse to feel shame simply because their bodies leak. The campaign incorporates dancers, a skateboarder, an incredibly fierce skipper, a powerhouse drummer and a new mother, all enjoying carefree movement in their Knix Leakproof underwear. 

“We wanted to bring our brand mission to life in an energetic and kinetic setting that reminds our consumers that our products are designed for every body,” explains Barry Alexander, Knix VP Brand Marketing. “The team at Hard Work Club have done an amazing job bringing this to life and presenting a campaign that inspires our community to live unapologetically free.”

Running on TV and online across the US and Canada, the campaign comes as the brand recently expanded their brick and mortar presence in the U.S.  

“Knix is a true glass-ceiling-smashing brand that has championed being raw, unapologetically free and real since day one,” says Meghan Kraemer, Partner and Creative Director at Hard Work Club. “We wanted this campaign to get honest about body leaks, but be deliberately playful doing it. A music video and early aughts inspired track felt like an interesting way to topple the taboos around blood, sweat and pee.” 

The campaign is supported by unapologetically honest OOH ads with headlines that read ‘What’s a little blood, sweat and pee?’ “The thinking behind the OOH was simple,'' said Kraemer. “We’ve never seen a brand bold enough to put the words “blood” and “pee” on a billboard. It has a bit of a ‘if you know, you know’ wink that we loved,” she said. 

The campaign was created using what Kraemer calls a “dream team” made up of Toronto-based production and post-production talent —including director Kelsey Larkin (Skin & Bones), editor Michael Barker (Outsider), and Studio Feather. SNDWRx and Didier Tovel, meanwhile, delivered a track that feels like an authentic 2006 banger that you won’t be able to get out of your head.

Lyrics: Blood, Sweat & Pee (Nothing to Hide)

Hit me with the blood, sweat and pee.

We leakproof. We leakproof.

Give me all that blood, sweat and pee.

We leakproof. We leakproof. 

Catch me on the move, best believe.

We leakproof. We leakproof. 

Whatever I do, it’s on me.

We leakproof. We leakproof. 

What’s a little blood, sweat and pee?

‘Cause I can run, yeah I can sneeze.

And my flow ain’t nothing to me.

I made a human, don’t know where you been.

We leakproof. 

Hit me with the blood, sweat and pee.

We leakproof. We leakproof.

Give me all that blood, sweat and pee.

We leakproof. We leakproof. 

Catch me on the move, best believe.

We leakproof. We leakproof. 

Whatever I do, it’s on me.

We leakproof. We leakproof. 
Gimme, gimme blood, sweat and pee. 

We leakproof. We leakproof. 

CREDITS

Campaign Title: Every Body in Leakproof 
Brand: Knix
CEO:  Joanna Griffiths
VP Brand Marketing: Barry Alexander
Creative Director: Dave Barber

Agency: Hard Work Club
Partner, Brand Growth and Operations: Cameron Stark
Partner, Creative Director: Meghan Kraemer 
Partner, Creative Director Design: Christian Buer 
Copywriter: Meghan Kraemer
Art Director: Christian Buer
Agency Executive Producer: Erica Metcalfe

Production Company: Skin and Bones 
Director: Kelsey Larkin 
Director of Photography: Kris Bonnell
Line Producer: Michelle Woodward

Editorial: Outsider
Editor: Michael Barker
Assistant Editor: Lia Han
Executive Producer: Kristina Anzlinger
Producer: Kayan Choi

Online + Colour: Studio Feather
Online Artist: Sonia Ruffolo
Colourist: Ana Escorse
Assistant Colourist: Janella Cabus
Producer: Rebeca Ortiz
Executive Producer: Sara Windrim

Music and Sound Design: SNDWRx
Song: “Blood Sweat and Pee” composed and written by Didier Tovel 
Performed by Exmiranda 
Sound Design: Geoff Devine 
Coordinating Producers: Alison Lawee, Becca Friesen

Casting: Shasta Lutz, Jigsaw Casting

About Knix
Knix is a direct-to-consumer intimates and apparel brand re-inventing intimates for every stage of life. Through innovative products and a community-first approach, Knix is on a mission to empower people everywhere to live unapologetically free. Every product, campaign and image that Knix puts into the world is tied to this mission that has been embedded in the company’s DNA since day one. Since its inception, Knix has been size-inclusive, offering sizes XS-XXXXL and up to a 42H in wireless bras, and has focused on using real customers on its website, ad campaigns, and social media. Founded in 2013, Knix is one of the fastest growing DTC brands in North America and is globally recognized as an innovator and disrupter within the apparel space. A Knix item is sold every six seconds and the brand was recently named Strategy Magazine’s 2020 Brand of the Year while Founder and CEO Joanna Griffiths was named one of Adeek’s 2021 Women Trailblazers. For more information visit Knix.ca and @knix on social media.

About Hard Work Club
Toronto creative agency Hard Work Club launched in May 2021 with a startup mentality and a hardworking commitment to collaboration and craft. Adopting the philosophy that “change is worth changing for,” Hard Work Club is the result of a longstanding association between founding partners Christian Buer, Meghan Kraemer, and Cameron Stark. The goal of HWC is simple, to make work they are truly proud of, for clients they truly believe in.
https://www.hardworkclub.com/