Cannes Lions: Titanium Winners 2021 /

Bodyform has won the Grand Prix in the Titanium category in another victory for Womb Stories, which also snagged Grands Prix in the Film Craft and Health & Wellness categories earlier this week. 

The centrepiece of the campaign was a three-minute film, made in partnership with London-based AMV BBDO, which mixed live action and various styles of animation to portray the unique, changing and complicated relationships women have with their wombs.

The brand also created a global listening archive where it is collating the experiences of any woman who wishes to submit her #wombstory (which can be done through the Bodyform website), along with broader contextual statistics, advice and resources to support women going through these experiences.

In a previous interview with Contagious about the campaign, AMV BBDO strategy director Margaux Revol said: ‘Even in culture you never hear about uteruses in a poetic, powerful, lifelike way. You always hear it in a medical way, talking about your uterus because you're going through pregnancy or you’re going through a health issue or hysterectomy. And here with this campaign, the idea was listening and projecting and helping through projection to open women’s minds to a relationship they’ve never conceptualised before.’

According to the agency, Womb Stories racked up over 60 million unique views worldwide and in the UK, the brand saw a 200% in its social media followers. The campaign generated 1.5 billion impressions in the UK alone.

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