Agency: AMV BBDO
Client: Bodyform
Date: Oct 2017
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Bodyform and its Scandinavian equivalent, Libresse, have released a stylised film reworking the tropes of sanitary towel commercials. Notably, the ad begins with a shot of red, real blood being poured onto a pad, rather than the strange blue liquid of past creative.

The film was shot with grainy, retro realism by cinematographer Monika Lenczewska and director Daniel Wolfe. Against synth-driven electro music, it depicts girls going about daily life on their period – floating in the pool, picking up a new pack of towels and having a shower.

The latter shot focuses on the small drip of period blood down the girl’s leg.

Unremarkable in theory but boundary-pushing in practice, the 20-second film from AMV BBDO kicks off a new #Bloodnormal campaign. It was informed by the brand’s research that showed 9 out of 10 women still attempt to hide their periods, due in part to the taboo surrounding them on in culture, in advertising and in wider society.

A longer cut of the film has been released exclusively by Libresse. It explores the different ways women deal with periods around the world and, after showing shots of menstruating women in states of both pain and joy, ends with a girl changing her pad with the collected blood pixelated.

The line reads: ‘Periods are normal. Showing them should be too’.


Client name & job title:

Martina Poulopati - Global Brand Communication Manager

Tanja Grubner - Marketing & Comms Director

Traci Baxter – UK Marketing Manager

Creative Agency:

Abbott Mead Vickers BBDO

Executive Creative Directors:

Alex Grieve, Adrian Rossi

Creative Director:

Toby Allen, Jim Hilson


Nicholas Hulley

Art Director:

Nadja Lossgott

Agency Planner:

Bridget Angear, Rebecca Fleming, Margaux Revol

Agency Account Management:

Sarah Douglas, Tamara Klemich, Sara Abaza, Sarah Hore-Lacy

Agency Producer:

Edwina Dennison – TV Producer

Kirstie Johnstone – Art Production

Leonie Chaudhry – Project Manager

PR Agency

Ketchum – Global PR

Myriad – Local PR

Head of Social & Emerging Platforms

Candice Juniper

Media Agency:

Zenith Media

Media Planner:

Alanna Bishop, Eloi Casali, Ekaterina Syromolotova, Linda Tan

Production Company:



Daniel Wolfe

Production Co. Producer:

Lou Hake / Sally Llewellyn / Tim Nash


Monika Lenczewska


Tom Lindsay / Trim Editing

Post-Production Company:

The Mill / Framestore

Audio Post-production:

Sam Ashwell / 750mph

Music Supervision:

Felt Music

Digital Design Company:

Poke London

Karen Morris, Sef Kwawukume, Andreea Nastase