Best Ad of the Day: Libresse ‘Wombstories’ by AMV BBDO, London

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Best Ad of the Day: Libresse ‘Wombstories’ by AMV BBDO, London

With many creatives in the world self isolating, Campaign Brief introduces a daily dose of inspiration – Best Ad of the Day –  chosen from the many submissions to our global creative site, Bestads.

 

Essity, leading global hygiene and health company and owner of Bodyform, Libresse, Nana, Nuvenia, Saba and Nosotras, is committed to breaking the taboos that hold women back and creating a more understanding world. With the award-winning #BloodNormal campaign in 2017, Bodyform & Libresse tackled the stigma around periods, turning blue liquid red and showing period blood as it really is. With Viva La Vulva in 2018, singing vulvas called out the toxic myth of the perfect vulva.

In 2020, Bodyform & Libresse in partnership with AMV BBDO, London have created their boldest campaign to date, confronting a damaging etiquette that women live with every day, one which dictates what they should – and shouldn’t – feel about their bodies.

With #wombstories, Bodyform & Libresse push back against the single, simplistic narrative girls are taught from a young age: start your period in adolescence, repeat with ‘a bit’ of pain, want a baby, get pregnant, have more periods, stop periods, fade into the menopausal background.

The reality is, of course, much messier, but society doesn’t encourage women to talk openly about the highs and lows of their intimate health, especially in times of global uncertainty. A new research study of women and men by Bodyform & Libresse found that two thirds of women who experienced miscarriage, endometriosis, fertility issues and menopause said that being open with family and friends helped them cope.

And yet the same research found that half of women feel society wants them to keep silent about their experiences, while half of women felt staying silent about their issues damaged their mental health. This leads to a damaging silence around a range of difficult and sensitive issues that women face every day. The physical concern may be treated, but the emotional dimension is often left unheard and overlooked.

VIEW THE FILM

Credits
CLIENT: Essity
BRAND: Libresse
TITLE OF CAMPAIGN/NAME OF PROJECT: #wombstories
GLOBAL MARKETING & COMMUNICATIONS DIRECTOR FEMCARE: Tanja Grubner
GLOBAL MARKETING & COMMUNICATIONS DIRECTOR, HHT: Martina Poulopati
GLOBAL BRAND COMMUNICATION MANAGER FEMCARE: Luciana De Azevedo Lara
MARKETING MANAGER – BODYFORM: Traci Baxter
MARKETING DIRECTOR REG. UKI & EMD FEMININE: Nicola Coronado

Creative Agency: AMV BBDO
CHIEF CREATIVE OFFICER: Alex Grieve
EXEC CREATIVE DIRECTOR: Nadja Lossott & Nicholas Hulley
CREATIVE DIRECTOR (THE TEAM WHO CD’D THE CAMPAIGN): Toby Allen & Jim Hilson
CREATIVE TEAM: Nadja Lossgott & Nicholas Hulley
ACCOUNT MANAGEMENT: BAD/AD ETC Sara Abaza, Sarah Hore-Lacy, Helen Limbrey, Sarah Douglas
MEDIA AGENCY: Zenith

PRODUCTION
TV PRODUCER: Edwina Dennison
ASSISTANT TV PRODUCER: Lucia Fioravanti
ART PRODUCTION: Fiona Bailey
TYPOGRAPHER/DESIGNER: Mario Kerkstra
PRODUCTION COMPANY: Chelsea Pictures
DIRECTOR: Nisha Ganatra
PRODUCTION COMPANY PRODUCER: Shanah Blevins
PRODUCTION COMPANY EXECUTIVE PRODUCER: Lisa Mehling, Pat McGoldrick
DOP/LIGHTING CAMERAMAN: Natasha Braier
PRODUCTION SERVICE COMPANY: PSN Spain
EDITOR: Elise Butt
SOUND STUDIO: 750mph
SOUND ENGINEER: Sam Ashwell
MUSIC: Priestess Shura Remix by Pumarosa

Animation
CREATIVE DIRECTOR ANIMATION: Sharon Lock
Fertility Animator: Roos Mattar
Menopause Animator: Kate Isobel Scott @ Everyone Agency
First Period Animator: Haein Kim
Endometriosis Animator: Carine Khalife
Floodgates Animator: Laura Jayne Hodkin @ Strange Beast
Tunnel of Love Animator: Salla Lehmus @ Soja
Animator: Annie Wong
Animator: Aylin Ohri
Animator: Meagan Elemans
Animator: Georgie Wilemore
Animator: Nella Addy

Post Production
COMP LEAD: Tri Do
COMPOSITOR: Simon Stoney
DIGITAL MATTE PAINTING: Lee Matthews
FLAME: Tim Greenwood
COLOURIST: Simon Bourne
VFX PRODUCER: Emma Cook
DESIGN SENIOR PRODUCER: Niamh O’Donohoe
PHOTOGRAPHER: Adam Hinton
STRATEGISTS: Margaux Revol, Beatrice Farmelo, Bridget Angear
PR AGENCY & ANY OTHER PRODUCTION PARTNERS INVOLVED IN THE CAMPAIGN: Ketchum (PR), Poke (website)

Best Ad of the Day: Libresse ‘Wombstories’ by AMV BBDO, London Best Ad of the Day: Libresse ‘Wombstories’ by AMV BBDO, London Best Ad of the Day: Libresse ‘Wombstories’ by AMV BBDO, London