Cannes Lions pick: Bodyform's 'Womb Stories'

The spot, created by AMV BBDO, tells the diverse tales of life with a womb through animation and live-action imagery.

Life with a womb ranges from painful and messy to pleasurable and joyous, but the bittersweet connection is something women grapple with every day. 

Bodyform’s "Womb Stories," created with sister brand Libresse, follows five women’s journeys with their wombs: a woman struggles with IVF and infertility, another doesn’t want children, a third battles endometriosis, a young girl gets her period for the first time and an older woman suffers through menopause. 

The short film is interspersed with vivid animation depicting each woman’s story. While one woman is relieved to find out she’s not pregnant, another suffers through the pain of a miscarriage with her partner by her side. Her cartoon womb, once budding with life, grows dark and barren. After undergoing IVF treatments, she later joyfully welcomes her newborn through a water birth. 

"It's never simple," the ad concludes. "Let our #wombstories be heard."

The campaign won a gold Lion in Branded Content and a silver Lion in Direction and Film. Craft: Use of Music/Sound.