Singapore – Creative agency VML Singapore and menstrual care brand Blood is breaking menstrual taboos in its latest ‘Period Squad’ campaign. The newly launched campaign aims to dismantle outdated perceptions of menstruation, encouraging open dialogue.
The ‘Period Squad’ features the characters Crampy, Spotty, Moody, Sleepy, and Paddy. Through the characters, it shows common period symptoms while promoting authenticity in portrayals of menstruation.
Collaborating with production company Piloto and sonic branding agency Sixième Son, the campaign kicked off with a music video. Depicting realistic experiences, the video advocates for unfiltered portrayals, even showing blood leaks.
Through the campaign with VML Singapore, Blood assures women that they can be unapologetic regardless of how their period experience looks like.
To engage with Gen Z, Blood and VML Singapore transformed the ‘Period Squad’ as content creators on TikTok. Through generative artificial intelligence and motion capture technology, the characters became able to react to relevant events in real-time to amplify the campaign.
Blood and VML Singapore also share plans to introduce the ‘Period Squad’ into retail spaces and merchandise.
“Gen Z listens to creators more than brands. That’s why we created our influencers, the Period Squad. Our vision is for them to be part of the culture. And with social trends lasting no more than a week, we needed to find a way to make 3D animated content agile enough to keep up with that pace. And now it’s possible to shoot anyone with the motion capture model and create and post content within minutes,” Mateusz Mroszczak, CCO at VML Singapore, said.
Peck Ying, Blood co-founder, commented, “The cramps, the fatigue, the breakouts, the mood swings…Periods aren’t ‘cute,’ and we’re right there with you. Only when we normalize these symptoms can menstruators feel unapologetic about them.”
“Periods aren’t cute, so people are uncomfortable having conversations around them. And so it’s through cute characters that people relate to, like the Period Squad that we’re going to be able to start conversations and reshape people’s views around periods,” Hinoti Joshi, global managing partner at VML Singapore, said.
