Periods aren’t cute. But we’ve got you. The idea that periods are easy is outdated. And harmful. VML Singapore and period care brand, blood, are challenging that notion and (Ironically) reassuring young women with its Period Squad of five animated characters, Crampy, Spotty, Moody, Sleepy, and Paddy, and a launch music video that informs while it entertains.
The first four characters represent common period symptoms, while Paddy serves as the brand’s voice, advocating for authentic and unfiltered portrayals of periods.
The music video, produced in collaboration with Piloto and Sixième Son, tackles menstruation head-on, depicting realistic period experiences, including leaks and blood splashes. Each character has a moment to shine, highlighting the specific symptoms they embody. The overarching message is clear: Periods aren’t cute, and there’s no need to apologise for that.
To further amplify the campaign’s message and engage with Gen Z, Blood and VML Singapore called on TikTok trends to establish the Period Squad as content creators. Using generative AI and motion capture technology, the characters can respond to viral moments and current events in real time, ensuring the campaign remains relevant and timely.
“Gen Z listens to creators more than brands,” stated Mateusz Mroszczak, CCO at VML Singapore. “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.”
The campaign extends beyond digital platforms, with plans to integrate the Period Squad into retail spaces and official merchandise to continue to spark conversations and normalise period symptoms in everyday life.
Blood co-founder, Peck Ying, 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.” Hinoti Joshi, global managing partner at VML Singapore, added “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.”
Credits:
Agency: VML Singapore
Creative Team: Mateusz Mroszczak, Jameilee Que, Joscelyn Heng, Rhonda Wong
Account Management: Hinoti Joshi, Ricca Teotico, Taahira Tasmin
Strategy: Naomi Lam
Production Team: Gerri Hamill, Amni Rahwom, Ryan Williams
Client: Blood/PSLOVE
Production House & Animation: Piloto São Paulo
Music: Sixième Son
