Blood, sweat and tears: the truth-telling journey of Libresse. In this behind the scenes case study, the team from Essity and AMV BBDO take us on their five year journey to smash taboos around women’s bodies, from Red.Fit to BloodNormal, Viva la Vulva, and recently launched Womb Stories. A journey that has transformed a small challenger feminine care brand into a cultural thought leader, becoming the first brand to win back-to-back Cannes Titanium Lions. Like some periods, it’s been messy, at times painful, and full of ups and downs. But it has always been creative.