The Brief

A well meaning troll by the name of Richard Neil posted a hilarious rant about the lies in menstrual product advertising on the Bodyform Facebook page. It went viral, and Bodyform’s media agency Carat sensed an opportunity to dial things up a notch with a response video.

The Creative

A fictional CEO by the name of Caroline Williams was created with the sole purpose of exposing the ‘truth’ about periods. That up until that point advertising had featured horse riding, sailing and rollerblading a way to protect people from the realities of the cramps, bloating and mood swings.

I was part of a team that planned, scripted, shot and launched the film within 7 days of the Facebook post going live. The public response was overwhelming, proving you can have a real laugh when it comes to periods.

The Results

The film lit the web on fire and got 5.5 Million organic Views and over 140,000 social shares. 

It also picked up plenty of international press & blog coverage (over 150 pieces) including Mashable, Jezebel, The Telegraph & The Guardian

Winner of the following awards: Mashie, Cannes Golden Lion, Lovie, and IAB Creative Showcase