Modibodi puts its Anti-Leak Period Swimwear to the ultimate test in shark-filled waters in bold ‘Fear Not’ campaign via Fabric\TBWA Sydney
Global period underwear and swimwear brand Modibodi has partnered with Fabric to prove the product’s efficacy and dispel menstruation myths around swimming on your period as part of its ‘Fear Not’ brand platform.
Wearing only a Modibodi swimsuit, freediver and marine biologist Brinkley Davies put the leak-proof period swimwear to the ultimate test by swimming with 5-metre tiger sharks, whilst on her cycle.
The campaign was launched, after survey revealed that nearly 1.5 million menstruators believe that you can’t swim on your period, with one of the biggest barriers to trying period swimwear being the fear of sharks detecting blood.
Says Justine Cusack, marketing director at Modibodi: “Modibodi Period Swimwear is an incredible innovation, yet age-old myths and misconceptions can prevent people from trying it. A staggering 45% of women and menstruators fear swimming on their period, and sharks constantly enter the chat on our social channels. This campaign aims to draw attention to our Anti-Leak technology in an attention grabbing way and inspire people to engage in their everyday activities, no matter the time of the month.”
Davies expressed how comfortable and empowered she felt wearing her Modibodi swimsuit: “There are so many myths surrounding menstruation and what you should and shouldn’t do… including swimming. The swimwear fits flawlessly and allows you to jump in the water whenever you feel like it, regardless of the time of the month.”
Says Keenan Motto, creative partner and co-founder, Fabric: “This simple act is a disruptive product demonstration, a statement of empowerment and a great articulation of the new brand platform Fear Not. Obviously not everyone wants to swim with sharks but it’s a testament to the quality of the product and its efficacy. Partnering with director Kyra Bartley at FINCH, the centrepiece of the campaign documents the dive and captures our diver, Brinkley Davies’ fearless spirit and Modibodi’s stylish leak-proof swimwear.”
Launched across social channels during ‘Shark Week’, the campaign aims to generate conversation to break down myths and fears surrounding menstruation, replacing them with an empowering message.
The campaign is featuring online and in socials in Australia and the UK.
To learn more about Davies’ dive, head to Modibodi’s Instagram page: @modibodi
Client: Modibodi
Creative agency: Fabric – Part of the TBWA\Sydney Group
PR Agency: Eleven
Production Company: FINCH
Director: Kyra Bartley
Producer – Amy Dymond
DOP: Perrin James
Editing: BOLT
Editor: Kent Hau
53 Comments
Bloody brilliant execution from a clear and single minded insight
The myth about periods attracting sharks was debunked decades ago.
…said the strategist of the agency…
Bloody love it!
I wish I made this.
Brilliant and brave. Bravo
Bravo to all and sundry.
Simple and great. Old school brilliance.
So if a female wears a Modibodi swimsuit sharks won’t attack her,
because sharks only attack people when they detect blood?
This kills
Sorry to say, but this doesn’t quite hit the mark. It’s not disruptive, bold, or particularly groundbreaking. It’s decent, sure, but it blends in with every other swimwear brand currently being marketed. It doesn’t challenge any norms or offer fresh perspectives within the menstrual product category. It feels like the modern-day version of those old ads with a woman running down the beach—a bit flat, with a missed opportunity to make a real impact.
Ah yes, now you mention it I have been seeing a lot anti-leakage shark related period swimwear ads recently. GOOD POINT.
You are actually kidding, right?
The problem here isn’t the film; it’s the platform. It’s not fresh thinking. We’re not afraid of doing things—what annoys us is all the nonsense we have to navigate while we’re on our period. If you look at the great work being done in this space, it’s clear this platform falls short. It’s teetering on the edge of gimmicky stunts about women ‘fearing nothing.’ A deeper dive (pun intended) into the real issues would’ve uncovered a truly disruptive insight
Just so you know, no one thinks of you as a provocateur, just a bore who can criticise but not create
This is really bloody brilliant. Hats off to all involved, and Kyra continues to never miss with anything she gets her hands on
Don’t get much better than this.
Great ad! But too long! Slide 69 secs off this and ill give you an extra star
This is great. Wish I made it. Those criticising probably do too.
everyone knows sharks are attracted to blood. this is the ultimate product demonstration. and is unlike anything else on the market. love it
Read Shark Tank comment after yours.
Man or woman, period or no period, if you swim near the right sort of shark on the wrong day, it’s going to eat you.
Beautifully shot. And well sold in that the only place you can find sharks is the Maldives. Give that person a pay rise.
Came here to make the same comment. Work jollies are back!!!
Now let’s try it with bears
It’s time for a like button on/for CB comments.
Sharks in the Maldives are used to people swimming around them as it one of the main tourist activities to do there.
Love this congrats all
https://www.youtube.com/watch?v=az1TILne6fA
As a lover of sharks and women, very cool
The fear is having your period leak from your swimsuit and others seeing/judging it, not the fact that a shark might eat you. It’s just shown here through the use of the shark.
Brilliant ad, and if you can’t see that you probably wouldn’t know a good ad if it bit your leg off.
Simple. Not a groundbreaking idea. But simple is hard.
https://www.reddit.com/r/funny/comments/2yxntn/the_best_tampon_ad_ive_ever_seen/
I hate sharks, but I like this ad. Well done to all involved. I’m glad I didn’t have to do another sequel.
Stay out of the water.
Brilliant idea.
Sharks have been in tampon ads for almost as long as they have been in the water.
Can’t wait to see the vampire execution.
What an absolutely gorgeous piece. Kyra always nails her rhythm and flow, you can tell her work a mile away. Beautifully shot, graded and edited – hats off to the team.
Great idea. Great art direction.
every creative to have ever been has had this idea
You are jealous. Period.
It does it’s job, create attention and continue conversation. period!
Cool period joke
It always makes me smile when I hear people use the term ‘haters’. It’s so childish. What you really mean is someone who has a different opinion than you, dear.
Tops me jumping a shark.
stands out from what’s become a very saturated market
Bloody good ad if you ask me. I swam with a shark once, after I gave it a swift little punched to the nose it flaked out.
Name six people you know who would happily sit down and watch this for 1.08 minutes without touching their phone.
Art Direction? You mean the pictures created by the DOP and director look nice? Or the logos and type on the KV? Explain please..
Bob, Jill, Mary, Chad, Karen and Rajneesh. Prove me wrong.
great. A beautiful film…
This feels like it was created by men…