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.

Credits

Agency
Chief Creative Officer
Exec Creative Director
Creative Directors
Media Agency
TV Producer
Assistant TV Producer
Art Production
Typographer/Designer
Production Company
Director
Production Company Producer
Production Company Executive Producer
DOP/Lighting Cameraman
Production Service Company
Editor
Sound Studio
Sound Engineer
Creative Director Animation
Animation
Fertility Animator
First Period Animator
Endometriosis Animator
Tunnel of Love Animator
Animator
Animator
Animator
Animator
Animator
Comp Lead
Compositor
Digital Matte Painting
Colourist
VFX Producer
Design Senior Producer
Photographer
PE Agency and Other Production Partners

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