Cannes Lions

#LastLonelyMenopause

AMV BBDO, London / ESSITY / 2022

Film

Overview

Entries

Credits

Overview

Execution

We wanted to make women who’ve been or are going through the menopause feel seen and be better understood – through truly emotional storytelling, landing the ups and downs, the beauty and the difficulties. SEPTEMBER FIELDS lets us feel every moment of our protagonist’s journey – creating more empathy and understanding – through Frazey Ford – a midlife woman–’s powerfully soft female vocals.

The track allows us to represent onscreen the sometimes difficult realities of the menopause, whilst keeping an overall uplifting feel, countering overwhelmingly negative stereotypes.

The track is filmic rather than commercial, landing the coming of age genre, whilst broadening it to include midlife women. In its lyrics and its overall feeling, it tells us not to be afraid of ageing. It allows our audience to connect much more deeply with what it means to go through the menopause, an experience that is largely ignored in culture.

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