Bodyform/Libresse: #bloodnormal

Bodyform, the feminine hygiene brand, used a digital film to break taboos and connect with women globally.

Campaign details

Advertiser: EssityBrand: Bodyform/LibresseAgency: AMV BBDO LondonCountry: Global

Objectives

"This is what happens when whores and pimps become marketers."

This is the story of what happens when you decide to break toxic taboos related to your category when everyone has been too scared or oblivious to even touch on them.

Or, as some haters said, "this is what happens when whores and pimps become marketers."1 2

Our #bloodnormal campaign encountered a lot of visceral rejections and negativity from inception to implementation. But the positive impact it's had has gone to show that...

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