A rush of blood to the bed

Essity – #Periodsomnia

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Agency AMV BBDO/London
Production Company Somesuch
Director Kim Gehrig

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Credits

powered by

Agency AMV BBDO/London
Production Company Somesuch
Director Kim Gehrig
Editor Trim
Post Production Time Based Arts
Sound 750mph
Music Soundtree Music
Chief Creative Officer Nadja Lossgott

Chief Creative Officer Nicholas Hulley
Copywriter & Art Director Anzhela Hayrabedyan
Copywriter & Art Director Luca Grosso
Producer Edwina Dennison
Producer Lee Groombridge
Executive Producer Chris Watling
Executive Producer Seth Wilson
DP Chayse Irvin

Edit Producer Noreen Khan
VFX Supervisors Stephen Grasso
VFX Supervisor Mike Battcock
VFX Creative Director Mike Skrgatic
Colorist Simone Grattarola
Producer Sian Jenkins
Sound Engineer Sam Ashwell
Sound Engineer Giselle Hall

Music Supervisor Peter Raeburn

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Produced by Somesuch, the film for the integrated campaign #Periodsomnia, is a heady, witty, red-soaked trip through the darkness of sleep disturbed by period pain and heavy bleeding.

Set to the techno track Deep Inside by Hardrive, the film mixes live action, animation and thermal imagery to illustrate the horror of those menstrual manoeuvres in the dark.

The brand Libresse – known as Bodyform in the UK and launching as Saba in the US – was the first to show period blood in advertising with #Bloodnormal and conducted a candid celebration of the female form, with Viva La Vulva. Most recently, the daring #wombstories, smashed simplistic stereotypes about what it means to be a woman+. This campaign announces the launch of the brand's new Goodnight Towels with MaxCour-V™ adaptive technology

#Periodsomnia is based on a survey, gathered from over 10,000 women+ across 11 markets, revealing that 62% have poorer sleep on their periods and 33% struggle to sleep because of the anxiety around their sanitary product leaking and staining their bed sheets and pyjamas, evidence of the entrenched stigma that still exists around period blood.

Gehrig comments: "As a teenager I would be awake for endless hours on nights I had my period. Those nights were always uncomfortable, lonely and truly exhausting. Yet, in the morning I was expected to go to school and perform like any other day.

"When I started this project with Libresse, it struck me that I have never discussed these nights with anyone, ever. What it is like to have your period at night? I can only assume that others probably have not either. I am hoping this film is the beginning of a conversation and understanding of what one experiences at night, every month, when they menstruate. And how truly incredible it is that we then take on the next day just like any other."