Modibodi launches progressive campaign ‘The New Way to Period’ via Emotive
Australia’s #1 selling period and leak-proof underwear brand, Modibodi, has launched its latest campaign ‘The New Way to Period’. The campaign marks the creative debut for Emotive after being appointed to lead brand strategy and campaign work globally and continues Modibodi’s crusade to normalise menstruation and raise awareness of a more comfortable, sustainable alternative to disposable pads, liners and tampons.
Research undertaken by Modibodi shows almost one in three young girls are afraid of talking about periods. The pioneering brand is on a mission to replace fear and shame with understanding, swap disposable for sustainable, break down taboos and, overall, help everyone embrace their bodies.
Says Kristy Chong, CEO and founder, Modibodi: “Advertising for personal hygiene products has come a long way in the seven years since we started Modibodi, but many brands still feel the need to hide or gloss over the very natural process of having your period.
“‘The New Way to Period’ shows the real side of menstruation and reminds us that not only are we allowed to feel however we want when we have our period, but that we have other options besides eco-damaging disposable pads, liners and tampons.”
‘The New Way to Period’ is a long-term creative platform that champions confidence, celebrates individual freedom, embraces diversity and encourages womxn to step towards a more comfortable, sustainable future.
Says Jardin Anderson, senior creative at Emotive: “For too long we’ve been told how we should feel about our periods. It’s been a pleasure to help herald in ‘the new way to period’ with a brand bold enough to lean into the beauty of normality and eschew all the hyperbole so often seen in this category.”
Directed by award-winning Sydney-based director Dani Pearce from Revolver/Will O’Rourke, the script follows the journey of multiple womxn, each with their own nuance and story as they embrace ‘the new way to period’.
Says Pearce: “To honour Modibodi’s philosophy of inclusivity it was imperative that the film capture all womxn, all stories. My vision was to create a film that is part of a much larger social dialogue, with the aim to normalise womxn’s lived experiences.”
The campaign launches via film with a range of edits created specifically for TV and social.
It also features extensive OOH, social, influencer seeding and experiential activations running across Australia, the US and the UK.
Says Linda Hosamsooi, group client director, MediaCom: “It has been really inspiring to be part of the Modibodi journey over the past couple of years. The new film will allow us to introduce new ATL channels to the mix that will broaden our reach, making more womxn aware of the amazing products Modibodi has to offer.”
*The term womxn is one of several alternative spellings of the English word woman, or the plural women. It is used to include transgender, nonbinary and genderqueer individuals.
Client: Modibodi
CEO & Founder: Kristy Chong
CMO: Liana Lorenzato
Content Manager: Sara Herbert
Creative Agency: Emotive
Creative Director: Rupert Taylor
Senior Creative: Jardin Anderson
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Monika Vidovic
Executive Producer: Hayley-Ritz Pelling
Senior Producer: Natalie Dagher
Post Producer: Petra Valent
Production Company: Revolver/Will O’Rourke
Director: Dani Pearce
MD & Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Sarah Nichols
DP: Christopher Miles
Editor: Lily Davis @ The Editors
Post Production Co: The Editors
Sound & Music: Rumble Studios
Composer: Jeremy Richmond
Sound & Music Producer: Michael Gie
Media Agency: MediaCom
Client Partner: Adele Burke
Group Client Director: Linda Hosamsooi
Digital Director: Nick Hinchley
Offline Director: Remona Salem
24 Comments
Huzzah to that!
I actually love this. I agree that part of dismantling the stigma around it is not having to hide behind any innuendo/jokes/marketing witticism.
I left agencyland a couple of years back for the better… client side now, never comment here but keep up to date. But I felt immensely proud watching that 60 second film I had to. It gives me hope. It’ll prob get panned by the insular crew because it isn’t period wearable technology that connects to Spotify to generate a bpm playlist of your flow or something. But I say MORE OF THIS!!
Nice post. So true.
Bonds wins.
ModiBodi wins – campaigns like this are the future.
“Campaigns like this are the future”. Ha. Boring isn’t the future.
I don’t particularly like this or the Bonds work but I prefer the Bonds campaign as it isn’t so preachey, isn’t overly written and doesn’t make me feel so sad.
So! Good!
i like ’em both for different reasons. bonds are obvs targeting a younger demographic with their bloody period undies. Modibody film is the kind of thing that goes beyond selling product, it’s interrogating culture & positioning the brand as having a pov on it. if you can get it up it;s the good (but rare) side of the work we do..
well done all peeps involved.
Wonderful work..
And congrats Danigirl on your first campaign with revolver.. Talented womxn.
Much nicer than the Bonds stuff from last week.
Nice production values, but it’s a bit too much on the “I drank the faux intellectual, woke coolaid” for me. But good luck to you.
As someone who doesn’t experience periods, would you say this product makes you feel the way they’re portraying it?
Yes.
Oh look – an incredible period spot that isnt cheesy like Unplugged and done by men.
Normalising bleeding for women and (just as importantly) other people who menstruate & empowering them to explore options beyond the planet damaging trash that’s been forced upon us since puberty isn’t “faux intellectual woke koolaid”. It’s 2020 mate. I’d be willing to bet you’re a cis male yourself.
The irony of a critique about woke intellect coming from someone who didn’t spell their own insult correctly (Kool-Aid) has really made my Friday. Classic ‘faux intellectual’ Australian advertising.
Oh great. Another stratecution. Australian clients (and agencies) seem unable to make a creative leap. This has no tone, no story – it tells you what you’re meant to feel – but doesn’t make you feel anything. It’s forgettable and cheaply made (newsflash: putting ‘real women’ and blood in an ad about period products don’t equal high production values). Worrying that this is held up as some sort of benchmark. Just look at AMV’s work for Libresse and be inspired to do better.
Another manifesto film.
Why are we comparing this to the Bonds work? Different audiences. Different strategies. Both nice.
Real Blood. Cool.
Wait… so other brands can’t show real blood in their ads? Wasn’t that the whole point of blood normal-to encourage that? Have to roll my eyes at this industry sometimes. FWIW I thought the spot was really nicely done, resonated with me. And yes, I bleed.
This is absolutely fantastic – I’m so happy that Modibodi speaks up for all women with such a powerful campaign.
Hope this paves the way for more body fluids in ads. Can’t wait to see what they come up with for diapers and looking forward to the spot for incontinence pads that don’t leak with an old couple dipping their french fries in A1 sauce. Bravo ground breaking stuff.