VML Singapore destigmatizes menstruation via “Period Squad” campaign for Blood

VML Singapore has partnered with menstrual care challenger brand Blood to launch the “Period Squad” campaign. This innovative initiative aims to challenge outdated perceptions and normalize conversations surrounding menstruation through a unique blend of cute characters, engaging content, and cutting-edge technology.

The Period Squad comprises five distinct characters: Crampy, Spotty, Moody, Sleepy, and Paddy. The first four represent common period symptoms, while Paddy serves as the brand’s voice, advocating for authentic and unfiltered portrayals of periods.

The campaign debuted with a music video produced in collaboration with Piloto and Sixième Son. The video tackles menstruation head-on, depicting realistic period experiences, including leaks and blood splashes. Each character has a moment to shine, highlighting the specific symptoms they embody. The overarching message is clear: Periods aren’t cute, and there’s no need to apologize for that.

To further amplify the campaign’s message and engage with Gen Z, Blood and VML Singapore leveraged TikTok trends to establish the Period Squad as content creators. Using generative AI and motion capture technology, the characters can respond to viral moments and current events in real time, ensuring the campaign remains relevant and timely.

“Gen Z listens to creators more than brands,” said Mateusz Mroszczak, CCO at VML Singapore. “That’s why we created our influencers, the Period Squad. Our vision is for them to be part of the culture. And with social trends lasting no more than a week, we needed to find a way to make 3D animated content agile enough to keep up with that pace. And now it’s possible to shoot anyone with the motion capture model and create and post content within minutes.”

The campaign extends beyond digital platforms, with plans to integrate the Period Squad into retail spaces and official merchandise. This multifaceted approach aims to spark conversations and normalize period symptoms in everyday life.

Blood co-founder Peck Ying emphasized the importance of normalizing period symptoms: “The cramps, the fatigue, the breakouts, the mood swings…Periods aren’t ‘cute,’ and we’re right there with you. Only when we normalize these symptoms can menstruators feel unapologetic about them.”

Hinoti Joshi, Global Managing Partner at VML Singapore, agrees, “Periods aren’t cute, so people are uncomfortable having conversations around them. And so it’s through cute characters that people relate to, like the Period Squad that we’re going to be able to start conversations and reshape people’s views around periods.”

Credits
Agency: VML Singapore
Creative Team: Mateusz Mroszczak, Jameilee Que, Joscelyn Heng, Rhonda Wong
Account Management: Hinoti Joshi, Ricca Teotico, Taahira Tasmin
Strategy: Naomi Lam
Production Team: Gerri Hamill, Amni Rahwom, Ryan Williams
Client: Blood/ PSLOVE, Pte. Ltd.
Production House and Animation: Piloto São Paulo
Music: Sixième Son