Libresse / Bodyform / Saba - "#Periodsomnia"

AMV BBDO

AMV BBDO London, United Kingdom

Awards

16611

Brand: Libresse / Bodyform / Saba
Country: United Kingdom

Advertiser: Essity

Title	#Periodsomnia
Agency	AMV BBDO
Campaign	#Periodsomnia
Advertiser	Essity
Brand	Libresse / Bodyform / Saba
Date of First Broadcast/Publication	2022 / 7
Business Sector	Feminine Hygiene
Philosophy	New research conducted by Libresse, known as Bodyform in the UK and launching as Saba in the US, reveals that on average, women+ lose 5 months of sleep over their lifetime due to the discomfort, anxiety and fear of nights on their period[1}. This research on the period sleep gap has informed the brand’s latest taboo-busting campaign, #Periodsomnia, and the launch of its new Goodnight Towels with MaxCour-V™ adaptive technology. The survey, gathered from over 10,000 women+ across 11 markets also revealed that: 62% have poorer sleep on their periods 33% struggle to sleep because of the anxiety around their sanitary product leaking and staining their bed sheets and pyjamas, evidence of the entrenched stigma that still exists around period blood 62% don’t enjoy staying over at others’ homes or going on holiday during their period and a fifth (18%) would rather miss out on a date than face someone seeing a stain on their pyjamas or bed sheets Bodyform, owned by Essity, has a history of category-defining work that aims to eradicate taboos and shame around women+'s intimate experiences in order to create a more understanding, equitable world. The brand were the first to show period blood in advertising with #Bloodnormal and celebrated vulvas in all shapes and sizes in Viva La Vulva. Most recently in #wombstories, they dynamited the dangerously simplistic story that’s propagated in culture about what it means to be a woman+. This time, the brand is diving into the darkness to reveal the truth of periods at night. From children’s books to Hollywood, there’s a universal myth of the Sleeping beauty. Perfect, neat and still, waking up feeling fresh and rested. Bodyform wants to dive beyond the cliches to show the bleeding, the dreaming, the bloating, the tossing, turning, tiptoeing, the farting and the struggle to sleep soundly. Again, they’re finding distinctive and novel ways to represent period blood. This time, we see beautifully arresting medusa-like blood, detaching from the uterus and flowing through the body. The brand has coined a new term ‘periodsomnia’ to put a name to the experience that millions go through at night. Many believe they’re alone in this, so the hope is that by tackling the invisibility of the issue with beauty and empathy, the work will provide comfort and community.
Media Type	Web Film
Length	130 seconds
Editing Company	Trim Editing
Sound	750mph
Advertising Manager	Tanja Grubner
Advertising Manager	Luciana de Azevedo Lara
Chief Creative Officer	Nadja Lossgott
Chief Creative Officer	Nicholas Hulley
Copywriter / Art Director	Anzhela Hayrabedyan
Copywriter / Art Director	Luca Grosso
Designer	Simon Dilks
Designer	Max Henderson
Planning Team	Suzanne Barker
Planning Team	Margaux Revol
Planning Team	Beatrice Farmelo
Account Management Team	Sarah Hore-Lacy
Account Management Team	Helen Limbrey
Account Management Team	Katie Gorrod
Project Manager	Daniela Loccisano
Agency TV Producer	Edwina Dennison
Production Company	Somesuch
Director	Kim Gehrig
Producer	Lee Groombridge
Executive Producer	Chris Watling
Executive Producer	Seth Wilson
Director of Photography (DOP)	Chayse Irvin
Casting	Leanne Flinn
Production Designer	Marie Lanna
Costume	Hannah Edwards
Editor	Thomas Grove Carter
Assistant Editor	Jacques Simon
Editorial Producer	Noreen Khan
Post Production	Time Based Arts, London
VFX Supervisor	Stephen Grasso
VFX Supervisor	Mike Battcock
Creative Director	Mike Skrgatic
Colorist	Simone Grattarola
2D Team	Bernardo Varela
2D Team	Matt Shires
2D Team	Sarah Breakwell
2D Team	Will Robinson
2D Team	Jamie Crofts
2D Team	Ria Shroff
2D Team	Grant White
2D Team	Ralph Briscoe
2D Team	Eleonora Laddago
2D Team	Viola Bascombe
3D Team	Ihor Obukhovskyi
3D Team	Guillaume Heussler
3D Team	Federico Vanone
3D Team	Teodora Retegan
3D Team	Chris Wood
3D Team	Tim Phillips
3D Team	Nick Smalley
Post-production Producer	Sian Jenkins
Sound Engineer	Sam Ashwell
Sound Engineer	Giselle Hall
Sound Producer	Olivia Ray
Music	Soundtree Music
Music Supervision	Peter Raeburn
Music Production	Peter Raeburn
Music Production	Luke Fabia
Managing Director, Music	Jay James
Vocal	Megan Wyler
Vocal	Vula Malinga
Vocal	Victoria Beaumont
Social Editor	Maia Lloyd
Business Affairs	Michelle Holmes
PR Agency	Ketchum London
Media Agency	ZenithOptimedia