The brand new advert from Libresse is a collective name for each girl's story
Libresse has made a name for itself with its taboo-breaking advertising campaigns. In 2017, the brand for feminine hygiene made headlines with Blood Normal, the first product advertisement with red blood. A year later, his singing, dancing Viva La Vulva spot won the award ceremony (including CRs Annual 2019) for his refreshingly open and fun portrayal of women's relationships with their vulva.
Now the brand (known as Bodyform in the UK) is back with another taboo buster. #Wombstories was created by longtime agency partner AMV BBDO and aims to defend itself against the unique, simplified narrative of each girl's journey from puberty to motherhood and the menopause.
The spot is based on new research by the company, which shows that 62% of respondents believe that the reality of women's health and intimate experiences is not openly discussed, and 40% of women believe that their mental health Well-being was negatively influenced by the result that they cannot openly share their experiences.
Directed by the Golden Globe-winning director, writer and producer Nisha Ganatra, the spot was brought to life by a predominantly female crew and a purely female team of animators and illustrators who imagined the life of the womb.
With a clever blend of live-action footage and a range of different animation styles to show each uterine story, the innumerable and complex experiences that billions of women face every day are highlighted by a monster tearing at the womb of an endometriosis patient, to the woman who chose not to have children, and to receive the often turbulent journey of trying.
"Periods don't just exist in isolation. They are connected to this entire ecosystem that revolves around our womb and acts almost like a second power place that governs us in such a profound way," said Nadja Lossgott, AMV BBDO ECD and art director of the campaign .
“We have this extremely complicated relationship with it. And yet this lifelong bittersweet journey with our bodies is still something to be kept silent about. By visualizing and anthropomorphizing our uterus, we can begin to open up an emotional and human path to express these often complicated, contradicting feelings of love and hatred, pain and pleasure, the everyday and the profound with which we are dealing deal constantly. "
Credits:
Agency: AMV BBDO
ECDs: Nadja Lossgott, Nicholas Hulley
Directed by Nisha Ganatra
Production company: Chelsea Pictures
Animation, VFX and color: Framestore
Creative Director, animation: Sharon Lock
Animators: Haein Kim, Carine Khalife, Salla Lehmus at Soja, Roos Mattaar, Kate Isobel Scott at Everyone Agency, Laura Jayne Hodkin at Strange Beast