Libresse Bodyform Saba


Agency: AMV BBDO


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.

This professional campaign titled '#Periodsomnia' was published in United Kingdom and United States in July, 2022. It was created for the brands: Bodyform, Libresse, and Saba, by ad agency: AMV BBDO. This Film and Integrated media campaign is related to the Health industry and contains 1 media asset. It was submitted about 2 years ago.


Client: Essity
Brand: Libresse / Bodyform / Saba
Campaign Title: #Periodsomnia
Client name: Tanja Grubner, Global Marketing & Communications Director, Femcare
Client name: Luciana De Azevedo Lara, FemCare Communications Manager
Agency: AMV BBDO
CCO / CD: Nadja Lossgott and Nicholas Hulley
Copywriter & Art Director: Anzhela Hayrabedyan and Luca Grosso
Designer: Simon Dilks and Max Henderson
Creative Directors: Toby Allen and Jim Hilson
Agency Planner: Suzanne Barker, Margaux Revol and Bea Farmelo
Agency Account Team: Sarah Hore-Lacy, Helen Limbrey and Katie Gorrod
Agency Project Management: Daniela Loccisano
Agency TV Producer: Edwina Dennison
Production Company: Somesuch
Director: Kim Gehrig
Production Co. Producer: Lee Groombridge
Production Co. Exec Producer: Chris Watling and Seth Wilson
DOP: Chayse Irvin
Casting: Leanne Flinn
Production Design: Marie Lanna
Costume Designer: Hannah Edwards
Editing Co: Trim Editing
Editor: Thomas Grove Carter
Edit Assistant: Jacques Simon
Edit Producer: Noreen Khan
Post-production Company: Time Based Arts
VFX Supervisors: Stephen Grasso and Mike Battcock
Creative Director: Mike Skrgatic
Colourist: Simone Grattarola
2D team: Bernardo Varela, Matt Shires, Sarah Breakwell, Will Robinson, Jamie Crofts, Ria Shroff, Grant White, Ralph Briscoe, Eleonora Laddago, Viola Bascombe
3D team: Ihor Obukhovskyi, Guillaume Heussler, Federico Vanone, Teodora Retegan, Chris Wood, Walter How, Tim Phillips, Nick Smalley
Post Producer: Sian Jenkins
Sound Studio: 750mph
Sound Engineer: Sam Ashwell, Giselle Hall
Audio Producer: Olivia Ray
Music: Soundtree Music
Music Supervisor: Peter Raeburn
Additional Music Production: Peter Raeburn and Luke Fabia
Soundtree MD: Jay James
Additional Vocals: Megan Wyler, Vula Malinga, Victoria Beaumont
Social Edits: Maia Lloyd
Business Affairs: Michelle Holmes
PR Agency: Ketchum
Media Agency: Zenith

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