Bodyform and Libresse "Blood normal" by AMV BBDO

Feminine care brands Bodyform and Libresse abandon the blue liquid in favour of a real depiction of menstrual blood in this bold ad campaign aiming to break period taboos.

A series of scenes shows real-life scenarios of women dealing with periods – from a couple having sex to a woman interrupting a dinner party to ask for a pad. The campaign will run globally and include specially designed period underwear by French lingerie company Dessu and a range of pad-shaped lilos. The brands are also commissioning aspiring filmmakers to make short films that openly reference periods. The work was written by Nicholas Hulley, art directed by Nadja Lossgott, and directed by Daniel Wolfe through Somesuch.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk, plus get exclusive discounts to Campaign events.

SUBSCRIBE