A catchy pop melody to normalize time runs and cramps | The work

Menstruation remains a topic that goes beyond outdated perceptions, but the “Period -Kader” campaign of Period Brand Blood is here to question this. In cooperation with VML Singapore, Blood has a new view of the conversation with colorful 3D animation characters that embody common symptoms – crampy, stain, moody, sleepy and paddy. These characters make periods accessible with a Camp pop song with animated music video.

The music video – created with a piloto and sixième son – sets the more chaotic side of the period such as leaks and blood splashes. The message is clear: periods are not cute and it does not have to apologize.

Blood's earlier efforts have shown a continued drive how society perceives menstruation. In 2021, Blood surveyed over 1,000 women aged 18 to 55 in Singapore to understand how menstruation affects women at work.

The results showed that 54% of the respondents had lied about their reason for the absence due to time pain in order to avoid mockery or discrimination. This survey was part of their positive work places and encouraged companies to create environments that support women better during their menstrual cycles.

In order to continue to deal with gene Z, the Tiktok period squad has brought generative AI and motion capture to use real-time reactions on viral trends and current events.

“Gen Z listens more than brands on the Creator,” said Mateus Mroszczak, Chief Creative Officer at VML Singapore. “That is why we created our influencers – the period cadres. Our vision is that you are part of culture. We needed a way to create 3D -animated content that keeps pace at the fast pace of social media. ”

Period Squad will also appear in retail rooms and be presented on brands.

Peck Ying, co -founder of Blood, emphasizes how important it is to normalize the symptoms of the period: “The cramps, the tiredness, the outbreaks, the mood swings … Periods are not” cute “, and we are right there with them. Only if we normalize these symptoms can menstruators not apologize for them. ”

Take campaign: Blood and VML Singapore's approach is noticeable on his boldness and the creative use of animation. By converting symptoms into active, relating characters, the campaign in humor and authenticity injected into a frequently tabo's motif. The actual test will be whether the period squad maintains the dynamics and becomes a permanent symbol of how we continue to talk about periods.