Fri, 03 Jul 2020 10:20:58 GMT
If there’s one thing to take away from the last few months of global uncertainty, it’s that speaking up and being honest is key to survival. For global health and hygiene company Essity breaking the taboos around staying silent on matters to do with the body is what inspired their #wombstories campaign.
The emotionally charged clip is a tribute to the pleasure, pain, love and hate women have with their bodies depicted through menopause, endometriosis, periods and the journey to conceive. #Wombstories was directed by Golden Globe nominee Nisha Ganatra along with a mainly female crew and all-women team of animators and illustrators.
Nadja Lossgott, executive creative director of AMV BBDO and art director on the campaign says: “Periods don’t just exist in isolation. They are connected to this entire ecosystem centered around our wombs, which almost acts as a second seat of power that rules us in such profound ways. We have this intensely complicated relationship with it. And yet this life-long bittersweet journey with our bodies is still considered something to shut up about. By visualising and anthropomorphising our wombs, we can begin to open up an emotional and human way to express these often complicated, contradictory feelings of love and hate, of pain and pleasure, of the mundane and the profound we constantly deal with.”
This poignant piece was one of five to feature in Work of the Week. There’s also a tribute to the army’s role in the Covid-19 crisis from Karmarama, a remotely shot campaign from Mirimar and Klarna to celebrate the “Swedish for smoother shopping”, a cheeky prank from Burger King to steal customers from McDonald’s and a Coca-Cola cook up a storm with Anomaly and Somesuch.
Check out the list below