Tell the jury about the art direction.

The first drop of red. And everything stops for an underprivileged girl. Sports stop. Studies stop. Prayers stop. But what if we could keep her going? Our objective was to reinvent people's mental picture of periods. Transform it from being seen as a red stop sign to an unstoppable icon. We created The Period Girl from the very red dot of blood. And made her run, play, skip, go cycling - everything that is taboo for an underprivileged girl during her periods. From a red stop sign, we created a symbol of hope. The Period Girl: The girl no drop of blood can stop.