Essity brand Libresse and its agency AMV BBDO continue their winning streak in this year’s awards season, grabbing the top prizes at this year’s One Show awards.
Best of Show as well as six Best of Discipline awards went to Libresse's "#WombPainStories" campaign, comprising both the film "Wombstories" and its follow-up "Painstories," which included a "Pain Dictionary" and virtual museum that illustrated women's experiences of pain. The London agency was also named the show’s Agency of the Year on the back of its Libresse work, while BBDO won Network of the Year and Libresse was Client of the Year. Chelsea Pictures, which produced the main film for the campaign with director Nisha Ganatra, won Production Company of the Year.
The campaign, which also won a Black Pencil at D&AD and is widely regarded as a contender for a big award at Cannes, addresses the stigma around menstruation, documenting the female experience by visualizing what’s going on inside the uterus. As well as a groundbreaking film, Libresse conducted a social media “listening project” in which it asked women to visualize their uterus as a place, and to talk about their experiences with issues such as period pain and endometriosis. The wider project won Gold in Integrated, Interactive and Online, and Public Relations.