The "Last taboo" campaign, for Bodyform and Libresse parent Essity, launched globally last October and portrays a future world where period taboos no longer exist.
The ad was the first in the UK to depict real menstrual blood instead of the blue liquid that usually stands in for it.
The campaign was a "big change" from the brand’s previous marketing because it broke out of category norms and defied stereotypes about women on their periods.
It was also informed by research that nine out of ten women attempt to hide their menstrual cycles, and 56% of girls expressed a preference for being bullied at school rather than talking to their parents about periods.
"Blood normal" was written by Nicholas Hulley and art directed by Nadja Lossgott at AMV BBDO.
There were 11 Glass Lions awarded in total, including three bronzes for US entries: GSD&M Austin won for Harry’s Razor’s "A man like you"; REI Kent’s in house work for "Force of Nature"; and Area 23’s "The Rape Tax" campaign for the National Organization for Victim Assistance.
TThe Glass Lion recognises work that "implicitly or explicitly addresses issues of gender inequality or prejudice, through the conscious representation of gender in advertising".