25 June 2021
Cannes Lions: Titanium Winners 2021 /
Bodyform's Womb Pain Stories wins Titanium Grand Prix at Cannes
The centrepiece of the campaign was a three-minute film, made in partnership with London-based AMV BBDO, which mixed live action and various styles of animation to portray the unique, changing and complicated relationships women have with their wombs.
The brand also created a global listening archive where it is collating the experiences of any woman who wishes to submit her #wombstory (which can be done through the Bodyform website), along with broader contextual statistics, advice and resources to support women going through these experiences.
In a previous interview with Contagious about the campaign, AMV BBDO strategy director Margaux Revol said: ‘Even in culture you never hear about uteruses in a poetic, powerful, lifelike way. You always hear it in a medical way, talking about your uterus because you're going through pregnancy or you’re going through a health issue or hysterectomy. And here with this campaign, the idea was listening and projecting and helping through projection to open women’s minds to a relationship they’ve never conceptualised before.’
According to the agency, Womb Stories racked up over 60 million unique views worldwide and in the UK, the brand saw a 200% in its social media followers. The campaign generated 1.5 billion impressions in the UK alone.
Titanium Lion Winners /
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Cannes Deconstructed /
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