Creativity

This Powerful Bodyform Commercial Is All About Blood

Campaign Aims to Break 'Last Taboo' in Sport

By Alexandra Jardine. Published on May 27, 2016

Editor's Pick

Women bleed, but it doesn't stop them competing, in this U.K. commercial from Bodyform, part of a campaign by the feminine hygiene brand that aims to break down taboos around the menstrual cycle and exercise.

Directed by Stink's Jones + Tino for AMV BBDO, the ad portrays women taking part in sport from surfing to ballet, with gashed faces, bleeding noses, raw and bloody toes, scraped hands and more. In its uncompromising and authentic portrayal of women, it's reminiscent of Sport England's award-winning "This Girl Can" commercial -- but more hardcore, and with injuries. The ad ends with the tagline "No blood should hold us back."

The wider campaign, titled Red.Fit, aims to enable women to become more mentally and physically motivated throughout their menstrual cycle. Bodyform has entered into a research partnership with St. Mary's University, Twickenham and University College London (UCL) investing in a PhD program exploring the effect of the menstrual cycle on women's health and exercise.

An online hub will provide consumers with direct access to the research findings, together with exercise videos, nutritional information and motivational podcasts for different phases of their menstrual cycle.

Nicola Coronado, marketing director at SCA-owned Bodyform, said in a statement: "Menstruation really is "the last taboo" for women in sport, simply because we lack knowledge and understanding of this subject area. Using our partnership with St. Mary's University, Twickenham and UCL will help us to challenge these category stereotypes and transform the consumer mindset when it comes to the perceived barriers around periods and exercise."

The campaign comes as other feminine hygiene brands are trying to disrupt the category -- in particular HelloFlo, which brought comedy to periods.

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About

Credits

Date
May 27, 2016
Agency:
Abbott Mead Vickers BBDO
Client:
Bodyform
Directors:
Jones + Tino
Production Company:
Stink
Global Brand Manager:
Martina Poulopati
Company:
SCA Feminine Hygiene
Marketing Director:
Nicola Coronado
Marketing Controller:
Traci Baxter
Company:
Bodyform UK
Creative Director:
Toby Allen
Creative Director:
Jim Hilson
Copywriter:
Caio Giannella
Art Director:
Diego Oliveira
Agency Planner:
Sophie Lewis
Agency Planner:
Pippa Morris
Agency Account:
Sarah Douglas
Agency Account:
Tamara Klemich
Agency Account:
Anna Holloway
Agency Account:
Bogi Horvath
Agency Producer:
Edwina Dennison
Art Producer:
Kirstie Johnstone
Partnership Director:
Matthew Harrington
Company:
AMV Pulse
Contact:
Bill Dunn
Contact:
Gerard Crichlow
Media Agency:
ZenithOptimedia
Production Company:
Stink
Production Company:
AMV Flare
Directors:
Jones + Tino
Director:
Ben Perry
Director:
Ed Bailey
Post Production:
MPC
Post Production Company:
AMV Flare
Photography:
Adam Hinton

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