ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
Category
Craft in Video / Direction - Single
Annual ID
ADC_ADV21_019S
About the Work
Everywhere you look, women’s experiences are doubted and silenced.
Fuelling a never ending cycle of shame.
This law of silence has disastrous mental and physical consequences.
So, Libresse, did something nobody else was doing.
We asked women how they actually felt.
And we gave them the tools to express themselves by asking metaphorical questions: if your womb was a person or a place....and we listened.
Then we dared to show what we heard, weaving together an unflinchingly complex rollercoaster of love and hate, of pleasure and pain. The unseen and unheard. But bringing this to life meant navigating several challenges.
While it touched on specific yet wildly different experiences like endometriosis, menopause, miscarriage, IVF, and childfree by choice, the overall experience had to feel like a universal story that everyone with a womb would recognise.
Within that challenge we had to take wildly different animation, integrating them into a coherent whole. All the while navigating six primary storylines that alternated between live action and animation. And making sure we did it with the sensitivity these raw subjects required and that the story arc balanced itself between laughter and tears.
Woven together by an all female team of creators, each wombworld viscerally brings to life a personality and detailed organic interior.
Conjuring up the new world of womb-dwellers has been deeply cathartic. The film has allowed people to find the bravery to tell their own Wombstories. Often for the first time.
By listening and giving women the words to express themselves the campaign has been an exploding cultural bomb opening millions of conversations about women’s experiences and their health.
Over 100 million views. Spread to 132 countries. Gained the number 1 share of social voice. A follower increase of 200% on social. And exceeding all benchmarks of previous campaigns.
Fuelling a never ending cycle of shame.
This law of silence has disastrous mental and physical consequences.
So, Libresse, did something nobody else was doing.
We asked women how they actually felt.
And we gave them the tools to express themselves by asking metaphorical questions: if your womb was a person or a place....and we listened.
Then we dared to show what we heard, weaving together an unflinchingly complex rollercoaster of love and hate, of pleasure and pain. The unseen and unheard. But bringing this to life meant navigating several challenges.
While it touched on specific yet wildly different experiences like endometriosis, menopause, miscarriage, IVF, and childfree by choice, the overall experience had to feel like a universal story that everyone with a womb would recognise.
Within that challenge we had to take wildly different animation, integrating them into a coherent whole. All the while navigating six primary storylines that alternated between live action and animation. And making sure we did it with the sensitivity these raw subjects required and that the story arc balanced itself between laughter and tears.
Woven together by an all female team of creators, each wombworld viscerally brings to life a personality and detailed organic interior.
Conjuring up the new world of womb-dwellers has been deeply cathartic. The film has allowed people to find the bravery to tell their own Wombstories. Often for the first time.
By listening and giving women the words to express themselves the campaign has been an exploding cultural bomb opening millions of conversations about women’s experiences and their health.
Over 100 million views. Spread to 132 countries. Gained the number 1 share of social voice. A follower increase of 200% on social. And exceeding all benchmarks of previous campaigns.
2021 Awards
Total Points: 21
Silver Cube
Credits
Agency
AMV BBDO / London
Production Company
Chelsea Pictures
Music / Sound Production Company
750mph
Post Production Company
Framestore
Editing Company
Trim Editing
Creative Director
Jim Hilson
Toby Allen
Director
Nisha Ganatra
Director of Photography
Natasha Braier
Editor
Elise Butt
Executive Creative Director
Nadja Lossgott
Nicholas Hulley
Executive Producer
Lisa Mehling
Pat McGoldrick
Photographer
Adam Hinton
Producer
Edwina Dennison
Shanah Blevins
Animation Creative Director
Sharon Lock
Art Producer
Fiona Bailey
Assistant Producer
Lucia Fioravanti
Colourist
Simon Bourne
Design Senior Producer
Niamh O'Donohoe
Production Designer
Nieves Cabanes
Sound Engineer
Sam Ashwell
VFX Producer
Emma Cook
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