Film > Online Film: Sectors

#WOMBSTORIES

AMV BBDO, London / ESSITY / 2021

Awards:

Grand Prix Cannes Lions
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Overview

Credits

Overview

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Wombstories dared to go where no other brand has gone before, into the womb, to bring to life wombworlds and their wombdwellers. The film weaves together multiple storylines and marries animated wombworlds and real life action which is all housed in a cosmic uterus universe. It is a visceral emotional rollercoaster of love and hate, pain and pleasure and the good and the bad. It shows the truth of life with a uterus - that it is never simple.

Throughout this bittersweet journey we touch on the unseen, unheard and underrepresented wombstories: the struggle with IVF, the devastation of miscarriage, the choice to remain child free, menopause, the overwhelming pain of endometriosis, the pleasure of sex and the mundane frustrations that come with uteruses and menstruation. And while we show these different experiences it is all stitched together into a single universal story of life with a womb.

Cultural / Context information for the jury

The 26 countries Wombstories launched in are vastly different. In France sex couples were denied the right to IVF, in some markets even the word Uterus was censored, while blood, miscarriage, child free by choice are still deep-seated taboos everywhere. But wherever you live in the world it is a constant that women’s experiences are doubted and silenced. Which fuels a never-ending cycle of shame. And is perpetuated by a world that likes to tell women what they should want and experience. This law of silence has disastrous mental and physical consequences. We see it in an average diagnosis time of 8 years for endometriosis, in 62% of all women feeling unable to talk about their experiences, in miscarriage effecting nearly 20% of all pregnancies yet women suffer in shame and alone, in women made to feel guilty about not wanting children and on and on.

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