Ad of the week: Bodyform’s ‘Womb Stories’

AMV BBDO’s poignant spot captures the complexities of having a womb.

Bodyform and sister brand Libresse’s story of the diverse, yet often untold, experiences of women’s wombs swept the Cannes Lions International Festival of Creativity this week. 

The short film follows women on various paths: one struggles to conceive using IVF treatment, another makes the choice to not have children, a third suffers with endometriosis, an older woman goes through menopause and a young girl gets her period for the first time.

The story is told through a mix of live-action film, which shows the women in real life, and animation, which creatively illustrates the inner workings of the womb. "It's never simple," the ad concludes. "Let our #wombstories be heard."

The campaign was the Grand Prix winner at Cannes’ Film Craft Lions, won a gold Lion in Branded Content and a silver Lion in Direction and Film Craft: Use of Music/Sound.

Agency  |  AMV BBDO

Chief Creative Officer  |  Alex Grieve

Exec Creative Director  |  Nadja Lossott & Nicholas Hulley

Creative Directors  | Toby Allen & Jim Hilson

Creative Team  |  Nadja Lossgott & Nicholas Hulley

Media Agency  |  Zenith

TV Producer  | Edwina Dennison

Assistant TV Producer  | Lucia Fioravanti

Art Production  | Fiona Bailey

Typographer/Designer  |  Mario Kerkstra

Account Management  |  BAD/AD ETC Sara Abaza, Sarah Hore-Lacy, Helen Limbrey, Sarah Douglas

Production Company  |  Chelsea Pictures

Director  |  Nisha Ganatra

Production Company Producer  | Shanah Blevins

Production Company Executive Producer  | Lisa Mehling, Pat McGoldrick

DOP/Lighting Cameraman  |  Natasha Braier

Production Service Company  | PSN Spain

Editor  |  Elise Butt

Sound Studio  |  750mph

Sound Engineer  | Sam Ashwell

Music  | Priestess Shura Remix by Pumarosa

Creative Director Animation  |  Sharon Lock

Animation  | Framestore

Fertility Animator  |  Roos Mattar

Menopause Animator  | Kate Isobel Scott @ Everyone Agency

First Period Animator  |  Haein Kim

Endometriosis Animator  | Carine Khalife

Floodgates Animator  | Laura Jayne Hodkin @ Strange Beast

Tunnel of Love Animator  | Salla Lehmus @ Soja

Animator  |  Annie Wong

Animator  | Aylin Ohri

Animator  | Meagan Elemans

Animator  | Georgie Wilemore

Animator  | Nella Addy: 

Comp Lead  | Tri Do

Compositor  | Simon Stoney

Digital Matte Painting  | Lee Matthews

Flame  | Tim Greenwood

Colourist  | Simon Bourne

VFX Producer  | Emma Cook

Design Senior Producer  | Niamh O'Donohoe

Photographer  | Adam Hinton

Strategists  | Margaux Revol, Beatrice Farmelo, Bridget Angear

PE Agency and Other Production Partners  |  Ketchum (PR), Poke (website)

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