Bodyform: DM

Credits & Description:

#BLOOD NORMAL
Agency AMVBBDO
Client: Essity Libresse Bodyform
Brand: Bodyform / Libresse
Agency: AMV BBDO, London
Production: Somesuch
Country: United Kingdom
Director: Daniel Wolfe
Executive Creative Director: Alex Grieve
Executive Creative Director: Adrian Rossi
Creative Director: Toby Allen
Creative Director: Jim Hilson
Copywriter: Nicholas Hulley
Art Director: Nadja Lossgott
Producer: Edwina Dennison
Producer: Lou Hake
Producer: Sally Llewellyn
Producer: Tim Nash
DoP: Monika Lenczewska
PROJECT MANAGER: Leonie Chaudhry
PLANNERS: Bridget Angear, Rebecca Fleming, Margaux Revol
ART PRODUCER: Kirstie Johnstone
ACCOUNT MANAGEMENT: Sarah Douglas, Tamara Klemich, Sara Abaza, Sarah Hore-Lacy
MUSIC AND SOUND
MUSIC SUPERVISION: Felt Music
AUDIO POST PRODUCTION: Sam Ashwell / 750mph
EDITOR: Tom Lindsay / Trim Editing
POST PRODUCTION / VFX
POST PRODUCTION HOUSE: The Mill / Framestore
Synopsis:
Bodyform and Libresse, feminine care brands of global hygiene and health company Essity, continue their mission to break taboos around periods with their latest campaign, #bloodnormal, in which period blood is shown realistically for the first time. They have also finally banished the blue liquid convention and replaced it with a realistic red. After all, women bleed blood. At the heart of the campaign is a film created by AMV BBDO and directed by Daniel Wolfe, with cinematography by Monika Lenczewska. It shows young women in real life scenarios dealing with their periods. The campaign is informed by the widespread omission of periods in mainstream culture and research demonstrating that 9 out of 10 women attempt to hide their periods – a clear demonstration of the stigma still attached to periods.