The Drum Awards Festival - Official Deadline

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Agency: AMV BBDO
Client: Bodyform
Date: Jul 2020
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An iconoclast breaking taboos, Bodyform has once again struck the right chord on how to approach the subject of periods and a women's cycle in a way that is empowering and free from shame.

Created by Abbott Mead Vickers BBDO, the 'Viva La Vula' follow-up #WombStories paints a relatable picture of the ins and outs of menstruation and it's all-encompassing control of women's bodies.

Covering IVF treatment, endometriosis cramps, menopausal hot flushes, and first periods, the various womb stories are illustrated by an eclectic mix of animations that work to demonstrate the complex relationship a woman has with her little lady.

In each storyline, little relatable snippets shine through; a woman plucks her nipple hair, another has her new knickers ruined by period blood, while a new mother nurses her baby dressed in postpartum underwear. Although small in the greater scheme of things, Bodyform has dared to include things most brands would shy away from showing. Only this year, the Oscar's rejected a postnatal advert for Frida Mom as it deemed the narrative of a woman changing her mesh underwear 'too graphic' for its TV viewers.