Bodyform
Blood
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For decades, the feminine hygiene industry sold products for blood without ever showing blood.
The category dealt in euphemisms and a mysterious blue liquid that became a symbol of shame around periods themselves.
Diego and I wrote Red.Fit, an integrated campaign built on a single line: "No blood should hold us back." The hero film was the first ever to show real menstrual blood in femcare advertising, depicting women bleeding while boxing, running, dancing, and climbing. It sparked an outburst of positive reaction from people and the press.
"Finally, a period commercial that's not afraid to show blood. No more blue liquid." — Elle
"AMV BBDO and Bodyform think the last taboo for female athletes is menstrual blood." — Adweek
"Blood won't stop the badass women in this epic feminine hygiene ad." [VERIFY exact wording] — Little Black Book
Around the film, we built a holistic platform in partnership with researchers at University College London and St Mary's University Twickenham, Frame gyms, Leon, and an Olympic coach. The platform mapped four phases of the menstrual cycle, Strength, Power, Endurance, and Fighting, and gave women tailored advice on exercise, nutrition, and motivation for each.
In the first three months, the campaign reached 600 million women, 94% through earned media. The work began Bodyform's parent company internal shift: purpose became a core function for the Essity brands, helping fuel a decade of business growth that took the femcare business from $450M to over $1B in revenue.
Directors: Jones & Tino.
Cinematographer: Nicolas Karakatsanis
Editor: Leo King
Sound: Sam Ashwell
Creatives: Diego Cardoso de Oliveira + me
CD: Toby Allen & Jim Hilson
ECD: Alex Grieve & Adrian Rossi
Producer: Edwina Dennison
Awards
2 Golds
1 Bronze
3 Finalists
D&AD, London 2022
Black Pencil Collaborative
D&AD 2017
1 Wood Pencil - Creativity for Good
1 Wood Pencil - Film Advertising
1 Wood Pencil - Film Advertising Crafts
Clio Awards 2017
1 Gold - Integrated Campaign
1 Gold - Brand Partner. & Collaborations
Clio Sports 2017
1 Silver - Social Good
1 Silver - Partnerships, Sponsorships & Endorsements
1 Finalist - Film
Clio Health 2017
1 Bronze - Film
1 Bronze - Brand Partnerships & Collaborations
Clio Awards 2016
1 Silver - Film
Ciclope Latino 2016
1 Grand Prix - Live action
1 Gold - Cinematography
1 Gold - Editing
1 Gold - Direction
Ciclope 2016
1 Silver - Sound Design
1 Bronze - Direction
1 Bronze - Cinematography
5 Finalists
British Arrows, London 2017
1 Gold - Household Goods
1 Gold - Best over 60 and up to...
1 Finalist – Best Integrated
Do Different Awards 2017
4 golds
Cresta Awards 2017
1 Gold - Cinematography
IPA Health awards 2017
Best in Show
Gold – Integrated
Gold – Film
Gold – Cinematography
1 Silver
5 Merits
New York Festivals 2017
1 Gold - Sound Design
1 Silver - Film
1 Silver - Editing
1 Bronze - Cinematography
1 Finalist - Use of Music
Campaign Big Awards 2016
1 Silver
1 Finalist
Brand Film Festival 2017
1 Gold
London International Awards 2016
1 Gold
3 Silvers
1 Bronze
WARC Innovation Awards 2017
1 Gold & Special Award For Category Innovation
The A-list Awards 2017
1 Silver - Film Advertising Craft
Epica 2016
Silver
Kinsale Sharks 2016
Silver
Creative Circle 2017
Gold of Golds
1 Gold - Integrated Campaign
1 Gold - Film
1 Gold - Online Film
1 Gold - Cinematography
1 Gold - Direction
1 Gold - Sound Design
1 Gold - Poster Single
1 Gold - Poster Campaign
1 Silver - Editing
1 Silver - Use of Music
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