| Titel | #Periodsomnia |
| Agentur | AMV BBDO |
| Kampagne | #Periodsomnia |
| Werbende | Essity |
| Marke | Libresse / Bodyform / Saba |
| Datum der ersten Ausstrahlung/Veröffentlichung | 2022 / 7 |
| Geschäftsbereich | Damenhygiene |
| Philosophie | New research conducted by Libresse, known as Bodyform in the UK and launching as Saba in the US, reveals that on average, women+ lose 5 months of sleep over their lifetime due to the discomfort, anxiety and fear of nights on their period[1}. This research on the period sleep gap has informed the brand’s latest taboo-busting campaign, #Periodsomnia, and the launch of its new Goodnight Towels with MaxCour-V™ adaptive technology. The survey, gathered from over 10,000 women+ across 11 markets also revealed that: 62% have poorer sleep on their periods 33% struggle to sleep because of the anxiety around their sanitary product leaking and staining their bed sheets and pyjamas, evidence of the entrenched stigma that still exists around period blood 62% don’t enjoy staying over at others’ homes or going on holiday during their period and a fifth (18%) would rather miss out on a date than face someone seeing a stain on their pyjamas or bed sheets Bodyform, owned by Essity, has a history of category-defining work that aims to eradicate taboos and shame around women+'s intimate experiences in order to create a more understanding, equitable world. The brand were the first to show period blood in advertising with #Bloodnormal and celebrated vulvas in all shapes and sizes in Viva La Vulva. Most recently in #wombstories, they dynamited the dangerously simplistic story that’s propagated in culture about what it means to be a woman+. This time, the brand is diving into the darkness to reveal the truth of periods at night. From children’s books to Hollywood, there’s a universal myth of the Sleeping beauty. Perfect, neat and still, waking up feeling fresh and rested. Bodyform wants to dive beyond the cliches to show the bleeding, the dreaming, the bloating, the tossing, turning, tiptoeing, the farting and the struggle to sleep soundly. Again, they’re finding distinctive and novel ways to represent period blood. This time, we see beautifully arresting medusa-like blood, detaching from the uterus and flowing through the body. The brand has coined a new term ‘periodsomnia’ to put a name to the experience that millions go through at night. Many believe they’re alone in this, so the hope is that by tackling the invisibility of the issue with beauty and empathy, the work will provide comfort and community. |
| Medientyp | Internet-Film |
| Länge | |
| Redaktionsbüro | Trim Editing |
| Ton | 750mph |
| Werbeleiter | Tanja Grubner |
| Werbeleiter | Luciana de Azevedo Lara |
| Chief Creative Officer | Nadja Lossgott |
| Chief Creative Officer | Nicholas Hulley |
| Copywriter / Art Director | Anzhela Hayrabedyan |
| Copywriter / Art Director | Luca Grosso |
| Designer | Simon Dilks |
| Designer | Max Henderson |
| Planning Team | Suzanne Barker |
| Planning Team | Margaux Revol |
| Planning Team | Beatrice Farmelo |
| Account Management Team | Sarah Hore-Lacy |
| Account Management Team | Helen Limbrey |
| Account Management Team | Katie Gorrod |
| Projektmanager | Daniela Loccisano |
| Agentur TV-Produzent | Edwina Dennison |
| Produktionsfirma | Somesuch |
| Regisseur | Kim Gehrig |
| Produzent | Lee Groombridge |
| Executive Producer | Chris Watling |
| Executive Producer | Seth Wilson |
| Direktor Fotografie | Chayse Irvin |
| Casting | Leanne Flinn |
| Produktionsdesigner | Marie Lanna |
| Kostüme | Hannah Edwards |
| Cutter | Thomas Grove Carter |
| Assistenzredakteur | Jacques Simon |
| Editorial Producer | Noreen Khan |
| Post-Produktion | Time Based Arts, London |
| VFX Supervisor | Stephen Grasso |
| VFX Supervisor | Mike Battcock |
| Creative Director | Mike Skrgatic |
| Kolorist | Simone Grattarola |
| 2D Team | Bernardo Varela |
| 2D Team | Matt Shires |
| 2D Team | Sarah Breakwell |
| 2D Team | Will Robinson |
| 2D Team | Jamie Crofts |
| 2D Team | Ria Shroff |
| 2D Team | Grant White |
| 2D Team | Ralph Briscoe |
| 2D Team | Eleonora Laddago |
| 2D Team | Viola Bascombe |
| 3D Team | Ihor Obukhovskyi |
| 3D Team | Guillaume Heussler |
| 3D Team | Federico Vanone |
| 3D Team | Teodora Retegan |
| 3D Team | Chris Wood |
| 3D Team | Tim Phillips |
| 3D Team | Nick Smalley |
| Produzent Post-Produktion | Sian Jenkins |
| Sound Engineer | Sam Ashwell |
| Sound Engineer | Giselle Hall |
| Produzent Ton | Olivia Ray |
| Musik | Soundtree Music |
| Leitung Musik | Peter Raeburn |
| Music Production | Peter Raeburn |
| Music Production | Luke Fabia |
| Managing Director, Music | Jay James |
| Vokal | Megan Wyler |
| Vokal | Vula Malinga |
| Vokal | Victoria Beaumont |
| Social Editor | Maia Lloyd |
| Business Affairs | Michelle Holmes |
| PR Agency | Ketchum London |
| Medienagentur | ZenithOptimedia |
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