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Top 6: July 13th 2022

Bodyform / Libresse / Saba: #Periodsomnia

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Top 6: July 13th 2022
New research conducted by Libresse, known as Bodyform in the UK and launching as Saba in the US, reveals that on average, women+ lose 5 months of sleep over their lifetime due to the discomfort, anxiety and fear of nights on their period. This research on the period sleep gap has informed the brand’s latest taboo-busting campaign, #Periodsomnia, and the launch of its new Goodnight Towels with MaxCour-V adaptive technology. Bodyform, owned by Essity, has a history of category-defining work that aims to eradicate taboos and shame around women+'s intimate experiences in order to create a more understanding, equitable world. The brand were the first to show period blood in advertising with #Bloodnormal and celebrated vulvas in all shapes and sizes in Viva La Vulva. Most recently in #wombstories, they dynamited the dangerously simplistic story that’s propagated in culture about what it means to be a woman+. This time, the brand is diving into the darkness to reveal the truth of periods at night. From children’s books to Hollywood, there’s a universal myth of the Sleeping beauty. Perfect, neat and still, waking up feeling fresh and rested. Bodyform wants to dive beyond the cliches to show the bleeding, the dreaming, the bloating, the tossing, turning, tiptoeing, the farting and the struggle to sleep soundly. Again, they’re finding distinctive and novel ways to represent period blood. This time, we see beautifully arresting medusa-like blood, detaching from the uterus and flowing through the body.The brand has coined a new term ‘periodsomnia’ to put a name to the experience that millions go through at night. Many believe they’re alone in this, so the hope is that by tackling the invisibility of the issue with beauty and empathy, the work will provide comfort and community.
Credits Other credits

Client name: Tanja Grubner, Global Marketing & Communications Director, Femcare

Client name: Luciana De Azevedo Lara, FemCare Communications Manager


Designer: Simon Dilks and Max Henderson

Agency Planner: Suzanne Barker, Margaux Revol and Bea Farmelo

Agency Account Team: Sarah Hore-Lacy, Helen Limbrey and Katie Gorrod

Agency Project Management: Daniela Loccisano

Casting: Leanne Flinn

Production Design: Marie Lanna

Costume Designer: Hannah Edwards

Editing Co: Trim Editing

Editor: Thomas Grove Carter

Edit Assistant: Jacques Simon

Edit Producer: Noreen Khan

Post-production Company: Time Based Arts

VFX Supervisors: Stephen Grasso and Mike Battcock

Creative Director: Mike Skrgatic

Colourist: Simone Grattarola

2D team: Bernardo Varela, Matt Shires, Sarah Breakwell, Will Robinson, Jamie Crofts, Ria Shroff, Grant White, Ralph Briscoe, Eleonora Laddago, Viola Bascombe

3D team: Ihor Obukhovskyi, Guillaume Heussler, Federico Vanone, Teodora Retegan, Chris Wood, Walter How, Tim Phillips, Nick Smalley

Post Producer: Sian Jenkins

Sound Studio: 750mph

Sound Engineer: Sam Ashwell, Giselle Hall

Audio Producer: Olivia Ray

Music: Soundtree Music

Music Supervisor: Peter Raeburn

Additional Music Production: Peter Raeburn and Luke Fabia

Soundtree MD: Jay James

Additional Vocals: Megan Wyler, Vula Malinga, Victoria Beaumont

Social Edits: Maia Lloyd

Business Affairs: Michelle Holmes

PR Agency: Ketchum

Media Agency: Zenith

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