BODYFORM: Blood.Sweat. Tears.
Asked about her worse-than-usual performance in the Australian Open, Heather Watson mentioned 'girl things.' A pro athlete having to resort to euphemisms — because no one was talking about periods in sport. We made a tactical ad about it. It became the first in a series of powerful, taboo-breaking campaigns for Bodyform that AMV has created, including Blood and BloodNormal.