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Category
Use of Licensed Music
Annual ID
OS_MS21_007S
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, Bodyform , 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.
And then we dared to show the unseen and unheard wombstories, weaving together an unflinchingly complex rollercoaster of love and hate, of pleasure and pain. The music, Priestess by Pumarosa, emotionally guides us through the visceral complexity of the world of womb-dwellers, which weaves together six visceral storylines, dives between live action and animated wombworlds, and goes on an emotional rollercoaster from laughter to tears, and triumph and disaster. The music is the glue, helping to bring out the conflicting emotions, while being able to simplify the beautifully busy edit. And having the pace to hold attention for the 3 minutes of run time. Ultimately making it feel like a universal love letter to the experience of life with a womb.
Conjuring up the new world of womb-dwellers has been deeply cathartic. Across platforms, people started sharing the film, and finding the bravery to tell their own Wombstories, fuelling. In extraordinary depth. And sometimes for the first time ever.
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.
It has achieved over 100 million views. Spread to 132 countries. Gained the number 1 share of social voice. Seen an increase of 200% of followers on their social channels.
And exceeded all the benchmarks of previous campaigns.
Fuelling a never ending cycle of shame.
This law of silence has disastrous mental and physical consequences.
So, Bodyform , 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.
And then we dared to show the unseen and unheard wombstories, weaving together an unflinchingly complex rollercoaster of love and hate, of pleasure and pain. The music, Priestess by Pumarosa, emotionally guides us through the visceral complexity of the world of womb-dwellers, which weaves together six visceral storylines, dives between live action and animated wombworlds, and goes on an emotional rollercoaster from laughter to tears, and triumph and disaster. The music is the glue, helping to bring out the conflicting emotions, while being able to simplify the beautifully busy edit. And having the pace to hold attention for the 3 minutes of run time. Ultimately making it feel like a universal love letter to the experience of life with a womb.
Conjuring up the new world of womb-dwellers has been deeply cathartic. Across platforms, people started sharing the film, and finding the bravery to tell their own Wombstories, fuelling. In extraordinary depth. And sometimes for the first time ever.
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.
It has achieved over 100 million views. Spread to 132 countries. Gained the number 1 share of social voice. Seen an increase of 200% of followers on their social channels.
And exceeded all the benchmarks of previous campaigns.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
AMV BBDO / London
Digital Agency
Poke / London
PR / Marketing Agency
Ketchum / London
Production Company
Chelsea Pictures / Los Angeles
Music / Sound Production Company
750mph / London
Post Production Company
Framestore / London
Trim / London
Media Distribution Company
Zenith Media / London
Animator
Annie Wong
Aylin Ohri
Carine Khalife
Georgie Wilemore
Haein Kim
Kate Isobel Scottat
Laura Jayne Hodkin
Meagan Elemans
Molly Grace Lawton
Nella Addy
Roos Mattar
Salla Lehmus
Art Director
Nadja Lossgott
Nicholas Hulley
Chief Creative Officer
Alex Grieve
Group Creative Director
Jim Hilson
Toby Allen
Designer
Mario Kerkstra
Director
Nisha Ganatra
Director of Photography
Natasha Braier
Editor
Elise Butt
Executive Creative Director
Nadja Lossgott
Nicholas Hulley
Executive Producer
Lisa Mehling
Pat McGoldrick
Producer
Edwina Dennison
Shanah Blevins
Sound Designer
Sam Ashwell
Strategist
Beatrice Farmelo
Margaux Revol
Account Handling
Helen Limbrey
Sara Abaza
Sarah Hore-Lacy
Creative
Augustine Cerf
Lauren Peters
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