About half of the worlds population are women, but still women’s experiences and challenges are underrepresented in the conversation.
Libresse's campaign #wombstories was all about starting a conversation. A female-led creative team worked to tell stories about everything from not wanting to become a mother, to living with endometriosis, to experiencing menopause.
Soja's animation director Salla Lehmus was one of five animators invited to tell one of the campaigns stories, about the experience of breaking the norms about having children.
Together with the creative team at AMV BBDO and based on the vision of director Nisha Ganatra, Soja created a visual world based on the wonder of taking charge of your own path in life.
#wombstories won Grand Prix in Film Craft at the Cannes Lion Awards, a Black Pencil in Art Direction and a Yellow Pencil in Animation, Film at the D&AD Awards, 3 x Best in discipline at the One Show Awards as well as more than 20 other awards around the world. But more important are the thousands of positive comments from women on social platforms, finally seeing their experiences shared on a global scale.
THE SCENES WE WORKED ON
CREATIVE DIRECTOR ANIMATION
/ CREATIVE LEAD
ART LEAD & DESIGN
Carl Johan Hasselrot
Advertising Agency: AMV BBDO, Animation,VFX and Colour: Framestore, Production Company: Chelsea Pictures,
Producer: Edwina Dennison, Director: Nisha Ganatra, Executive Creative Directors: Nadja Lossgott and Nicholas Hulley, Creative Director Animation: Sharon Lock
Animators: Haein Kim, Carine Khalife, Salla Lehmus at Soja, Roos Mattaar, Kate Isobel Scott at Everyone Agency, Laura Jayne Hodkin at Strange Beast
Comp Lead: Tri Do, Flame: Tim Greenwood, Compositor: Simon Stoney, Colourist: Simon Bourne, Digital Matte Painting: Lee Matthews,
VFX Producer: Emma Cook, Design Senior Producer: Niamh O’Donohoe