Libresse/Bodyform: WombStories

Libresse/Bodyform, a menstrual hygiene products brand, launched a global campaign to position themselves as the brand that understands women's intimate lives and build penetration to a wider audience.

Campaign details

Brand: Libresse/BodyformAgency: AMVBBDO

Executive summary

Showing period blood for the first time in advertising. Ever.

Dynamiting the myth of the perfect vulva.

Identifying one glaringly toxic taboo and obliterating it. It was a strategy of simple, powerful storytelling, and it’s worked well for us in the past.

This time, though, we wanted to tell a story full of complexities and contradictions, the story of what it means to have a womb. Nothing simple there… We’d have to rip up the rule book once again.

#wombstories is a lesson in embracing complexity, in facing into the...

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