BODYFORM
Never Just A Period
In this new global, integrated campaign, Bodyform/Libresse explores the lifetime of confusion women+ go through from their first periods to the last. 300,000 years of Homo Sapiens and girls still see blood in their pants for the first time and think they’re dying or that something’s seriously wrong with them. Covering first periods, to surprising discharge smells, to pain being dismissed by doctors, ‘Never Just a Period’ aims to initiate an open conversation and education around menstrual health throughout women+’ lives.
Central to the new campaign is a film about how painfully unprepared women+ are for a life inside their bodies, bemoaning centuries of terrible education, lack of research and knowledge, and years of dismissing and minimising women+’ health problems. Directed by Netflix hit show Eric director, Lucy Forbes, through SMUGGLER, the film uses comedy and hyperbolic mixed media to poke fun at the strange experience of inhabiting a body without the proper knowledge.
The action is accompanied by a unique composition by Soundtree combining Toccata and Fugue in D Minor by Bach, with Over and Over by Hot Chip, a perfect blend of old and new that speaks to the historical injustice whilst providing a galvanising anthem for change. The post-production, special effects and animation were developed by Framestore, with Creative Direction of Sharon Lock.
The campaign unveils a diverse array of content, ranging from 6 seconds to 2 minutes. This comprehensive suite is slated to roll out across digital, social platforms and TV. In total, over 100 unique assets have been crafted for this multi-channel push.
