Campaign Media Awards 2013: Campaign of the Year


SCA, the manufacturer of Bodyform, had been struggling to reignite its relationship with women while rivals outspent and out-traded it.

Then, when Richard Neill’s witty post on Bodyform’s Facebook page accusing the brand of lying about the nature of periods received thousands of "likes", Carat suggested turning the situation to the brand’s advantage by creating a humorous video to respond. Less than a week later, a fictional Bodyform boss addressed Neill to explain that its ads had deliberately misled men because they "couldn’t handle the truth".

By 18 October last year, the ad was the most-viewed entertainment content in the world. A spend of £25,000 had created a campaign worth £2 million.