SUB CATEGORY :

CINEMATOGRAPHY

ENTRANT COMPANY :

FINCH, SYDNEY

TITLE :

SHARK WEEK

BRAND :

MODIBODI

ADVERTISER :

MODIBODI

AGENCY :

FABRIC – PART OF THE TBWA\SYDNEY GROUP, SYDNEY

MANAGING PARTNER :

GEMMA REES

CREATIVE DIRECTOR :

DOUG HAMILTON/CHRIS CHEESEMAN

CREATIVE PARTNER :

KEENAN MOTTO

HEAD OF PRODUCTION :

LISA BROWN

SENIOR STRATEGIST :

RENATA YANNOULIS

PR AGENCY :

ELEVEN, SYDNEY

FILM PRODUCTION COMPANY :

FINCH, SYDNEY

MANAGING DIRECTOR :

COREY ESSE

DIRECTOR :

KYRA BARTLEY

DIRECTOR OF PHOTOGRAPHY :

PERRIN JAMES

EXECUTIVE PRODUCER :

COREY ESSE

FILM PRODUCER :

AMY DYMOND

POST-PRODUCTION COMPANY :

BOLT, SYDNEY

EDITOR :

KENT HAU

COLORIST :

MATIC PRUSNIK

ENGLISH SYNOPSIS :

A simple yet disruptive product demonstration. Wearing only a Modibodi swimsuit, freediver and marine biologist Brinkley Davies put the leak-proof period swimwear to the ultimate test by swimming with 5-metre tiger sharks, whilst on her cycle.

The campaign was launched, after a survey revealed that nearly 1.5 million menstruators believe that you can’t swim on your period, with one of the biggest barriers to trying period swimwear being the fear of sharks detecting blood.

The director took something dangerous, a woman who swims with sharks, and subverted expectations by putting her in a serene and beautiful world. When Brinkley gets in the water with a shark, it’s not about dominating, it’s about respectfully coexisting. This doesn’t exclude her from being brave. She’s not a victim, but she is also not a predator. She’s a woman who is comfortable in her own skin.

ENGLISH CONTEXT EXPLANATION :

ModiBodi’s Anti-Leak Period Swimwear is a staggering piece of innovation, yet age old myths and misconceptions were preventing people from trying it. Research told us 45% of women and menstruators still fear swimming on the periods. Every time ModiBodi posted about the product on their social channels, they would constantly get questions about sharks. We decided to tackle the issue head on.

Wearing Modibodi Anti-Leak Period Swimwear, freediver and marine biologist Brinkley Davis swam with 5-metre tiger sharks whilst on her cycle.

In a single act we shut down the myth that sharks can detect period blood and packed meaning into their new brand platform - Fear Not.

Launched across social channels during ‘Shark Week’, the campaign generated conversation to break down myths and fears surrounding menstruation, replacing them with an empowering message. The creative concept was a reimagining of shark week. It’s a massive ‘nat geo’ event that people get excited about. It’s high octane, with lots of macho male energy. But ‘shark week’ is also slang for the week of a women’s period.