Libresse / Bodyform / Saba - "#Periodsomnia"

AMV BBDO

AMV BBDO London, United Kingdom

Премии

16622

Бренд: Libresse / Bodyform / Saba
Страна: United Kingdom

Рекламодатель: Essity

Заголовок	#Periodsomnia
Агентство	AMV BBDO
Кампания	#Periodsomnia
Рекламодатель	Essity
Бренд	Libresse / Bodyform / Saba
Дата первой трансляции/Публикации	2022 / 7
Бизнес сектор	Женская гигиена
философия	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.
Тип медиа	Веб-фильм
Длина	130 seconds
Редакционная компания	Trim Editing
Звук	750mph
Менеджер по рекламе	Tanja Grubner
Менеджер по рекламе	Luciana de Azevedo Lara
Главный креативный директор	Nadja Lossgott
Главный креативный директор	Nicholas Hulley
Copywriter / Art Director	Anzhela Hayrabedyan
Copywriter / Art Director	Luca Grosso
Дизайнер	Simon Dilks
Дизайнер	Max Henderson
Группа планирования	Suzanne Barker
Группа планирования	Margaux Revol
Группа планирования	Beatrice Farmelo
Account Management Team	Sarah Hore-Lacy
Account Management Team	Helen Limbrey
Account Management Team	Katie Gorrod
Менеджер проекта	Daniela Loccisano
Телепродюсер агентства	Edwina Dennison
Продакшн Студия	Somesuch
Директор	Kim Gehrig
Продюсер	Lee Groombridge
Исполнительный продюсер	Chris Watling
Исполнительный продюсер	Seth Wilson
Оператор-постановщик	Chayse Irvin
Кастинг	Leanne Flinn
Художник-постановщик	Marie Lanna
Костюм	Hannah Edwards
Редактор	Thomas Grove Carter
Заместитель редактора	Jacques Simon
Редакционный продюсер	Noreen Khan
Послепроизводственный этап	Time Based Arts, London
VFX Supervisor	Stephen Grasso
VFX Supervisor	Mike Battcock
Креативный директор	Mike Skrgatic
Колорист	Simone Grattarola
2D команда	Bernardo Varela
2D команда	Matt Shires
2D команда	Sarah Breakwell
2D команда	Will Robinson
2D команда	Jamie Crofts
2D команда	Ria Shroff
2D команда	Grant White
2D команда	Ralph Briscoe
2D команда	Eleonora Laddago
2D команда	Viola Bascombe
3D команда	Ihor Obukhovskyi
3D команда	Guillaume Heussler
3D команда	Federico Vanone
3D команда	Teodora Retegan
3D команда	Chris Wood
3D команда	Tim Phillips
3D команда	Nick Smalley
Продюсер пост-производства	Sian Jenkins
Звукооператор	Sam Ashwell
Звукооператор	Giselle Hall
Звукорежиссер	Olivia Ray
Музыка	Soundtree Music
Руководство музыкальных рядов	Peter Raeburn
Music Production	Peter Raeburn
Music Production	Luke Fabia
Managing Director, Music	Jay James
Вокальный	Megan Wyler
Вокальный	Vula Malinga
Вокальный	Victoria Beaumont
Social Editor	Maia Lloyd
Коммерческие дела	Michelle Holmes
PR-агентство	Ketchum London
Медиа-агентство	ZenithOptimedia