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Intimate New Campaign from Freda Showcases the Importance of Period Inclusivity

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The documentary-style campaign from Great Guns director Mar del Corral challenges period preconceptions and stars Kenny Ethan Jones, Jamie Raines, and Siufung Law

Intimate New Campaign from Freda Showcases the Importance of Period Inclusivity
When it comes to period care, not everyone is considered. From harmful misconceptions to the marginalisation of trans and non-binary people, progress needs to be made in order to support all those who menstruate. To showcase the importance of period inclusivity, period subscription service Freda has launched a campaign for Cycle, its new range of products free from preconceptions. 

Directed by Great Guns’ new signing Mar del Corral, the documentary-style campaign proves that no matter where or why, everyone deserves access to period products that keep us safe and happy - without compromising the values that are important to us. The film follows three figures discussing their personal relationships with periods: writer, trans advocate, and consultant Kenny Ethan Jones; content creator and LGBTQ+ rights advocate Jamie Raines; and bodybuilder, public speaker, and genderqueer advocate Suifung Law. The trio explore their previous experiences with period products, touching on issues of shame and inequality, whilst also advocating for easy access, freedom of choice, and a continually inclusive approach. 


Starting from the concept that menstruation is not ‘just’ a female phenomenon, but a natural human phenomenon, director Mar del Corral recognised that the project had to be addressed from love, respect, and a lot of learning - sharing a message that is often not present in period product commercials. Also focusing on the intimacy and humanity of the protagonists stories, Mar elected for a documentary style that offered an honest, raw, and sincere tone. Combined with the use of voice overs, the style reflects Jean-Luc Godard’s notion that ‘when you photograph a face, you photograph the soul behind it.’ The use of black and white, furthermore, challenges our tendency to associate colours with a particular gender - something the campaign wanted to remove from the screen. 

Director Mar del Corral comments: “Working with Kenny, Jamie, and Siufung was incredible. When you admire the person you are filming, everything goes so smoothly. The fact that they exposed their stories for this film to happen and to help others feel integrated - it was like a treasure for me as a director. Their stories were so inspiring; there’s a lot that still needs to be addressed and we have to question whether we are doing the right things regarding human rights in so many aspects. The ingredients were so good that I had the feeling we could even dig deeper and make a whole film out of it.”

Filmed in the UK, as well as Hong Kong with Mar directing remotely, the team worked to build up strong relationships with the protagonists and DOP Lorena Pages ahead of the shoot. Working in a short timeframe, Blur and Great Guns collaborated with the agency, client, and crew to ensure the passion and humanity of the stories shone through. 

Producer Sete Ledo comments: “All this has been possible thanks to the involvement and co-production with our friends at Great Guns, which has worked perfectly. Mar’s work is impeccable, her involvement and soul comes through in the film.”

Mar de Corral adds: “It felt like we were making something bigger than a commercial. It was a statement, it was a manifesto, it was a need. So we overcame all the difficulties of working remotely to come together in a very inspiring way. I learned that when you want something to happen, it will happen. I’m forever grateful for this project and all the people that made it happen.”

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AGENCY

Agency: McCann Madrid

Client

CLIENT: Freda

PRODUCT: Cycle by Freda

CLIENT TEAM

Isabelle Soskice: Marketing & Strategy Director

Kasey Robinson: Inclusion Lead

Afsaneh Parvizi-Wayne: CEO

EXECUTIVE CREATIVE DIRECTOR: Mónica Moro, CCO McCann Madrid

EXECUTIVE CREATIVE DIRECTOR EUROPE: Adrian Botan, CCO McCann Worldgroup

CREATIVE TEAM

Mónica Moro: Copywriter

Borja Diego: Art Director, McCann Madrid

Rafael Martínez: Copywriter, McCann Madrid

Xavier Ocaña: Art Director

Catarina Barcala: Art Director

Lucas Crigler: Creative Consultant, McCann NY

CONTRIBUTING AGENCY: McCann Q

PRODUCTION AGENCY: CRAFTWW Madrid

LEAD EXECUTIVE PRODUCER: Paloma Adrien

PRODUCER: Yasmina Soriano / Juan Torres

PRODUCTION COMPANY: Blur / Great Guns

DIRECTOR: Mar del Corral

Executive Producers: Mario Forniés (Blur) and Laura Gregory (Great Guns)

DIRECTOR OF PHOTOGRAPHY: Lorena Pagés (UK) and Alix Roussel (Hong Kong)

PRODUCERS: Sete Ledó (Blur) and Tim Francis (Great Guns)

POST-PRODUCTION COORDINATOR: Sara del Tío

Editor: Sebastian Antico, Ismail Najjar

COLOR GRADING: Gradepunk

SOUND DESIGN: Pablo Aset

BUSINESS TEAM

Alexandra von Puttkamer: Business Director, McCann Madrid

Carmen Bistrian: Creative Excellence Manager Europe

STRATEGY

Billy LePage: Strategist, McCann NY

Juanma Ramirez: Head of Planning, McCann Madrid

Dr. Rodney Collins: UK & Europe Truth Central Director

Theis Anderson: Truth Central Intern

PR AGENCY: Weber Shandwick, London

PR TEAM

Jenny Wakefield: Senior Manager, Weber Shandwick London

Rosanna Sacks: Account Director, Weber Shandwick London

Genres: Documentary, People, Dialogue

Categories: Beauty & Health, Sanitary protection

Great Guns London, Wed, 28 Apr 2021 11:57:08 GMT