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Libresse “Never Just a Period” 2025

Libresse “Never Just a Period” (2025) is a Libresse commercial directed by Lucy Forbes for AMV BBDO, produced by Smuggler. It won 20 awards, including D&AD 2025 Sound Design & Use of Music: Adapted Music Yellow Pencil, British Arrows 2025 Commercial Of The Year and Eurobest 2024 Grand Prix Film Craft A07: Use of Licensed/Adapted Music.

This ad challenges the notion of periods being "just a period" by depicting the diverse and often complex experiences women face, from pain and confusion to medical consultations and the joy of motherhood, advocating for better understanding and support.

Video: LibresseNL on YouTube

Shot by shot

  1. A diverse group of women and girls play instruments in an orchestra, with a conductor facing them, all surrounded by red fabric strips.© Libresse0:00
  2. Libresse “Never Just a Period”, shot 4© Libresse0:02
  3. A young woman with curly hair, wearing a blue sweater, stands in her bedroom, looking directly at the camera with a serious expression.© Libresse0:11
  4. A young person with curly hair unfolds a large, detailed instruction manual in a dimly lit bedroom.© Libresse0:14
  5. A woman in a medical gown lies on an examination table while a female doctor in scrubs performs a gynecological exam in a clinic.© Libresse0:18
  6. A young woman with dark hair and a patterned dress sits in a blue dental chair, looking up with a slightly concerned expression in a dentist's office.© Libresse0:21
  7. A young Black woman with braided hair and gold hoop earrings looks directly at the camera with a surprised expression, sitting in a blue medical chair.© Libresse0:24
  8. A top-down shot shows a plate of deviled eggs with cutlery on a patterned tablecloth, with a search bar overlayed on top.© Libresse0:28
  9. A male doctor with a stethoscope around his neck sits at a desk, looking directly at the camera with a neutral expression in his office.© Libresse0:32
  10. A woman with curly hair and a striped sweater sits on a toilet, looking down at her underwear with a concerned expression in a bathroom.© Libresse0:39
  11. A young person with curly hair plays a vibraphone with mallets, while another person stands behind them, in a room with red fabric strips.© Libresse0:43
  12. A woman with blonde hair, wearing a light-colored top, breastfeeds a baby while sitting on a toilet in a bathroom.© Libresse0:46

Stills © Libresse. Made by AMV BBDO, Smuggler and Lucy Forbes.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Periods are never just a period; they are complex, diverse, and deserve real understanding.

Tagline: “TIJD VOOR EEN WERELD DIE JOUW LICHAAM ECHT BEGRIJPT. WIJ BOUWEN DIE WERELD. LIVE FEARLESS.”

orchestra as metaphoranimated object comes to lifemedical consultation gone wrongsearch bar reveals anxietieshistorical art depicting sufferingchildren learning about anatomy

The cut

Length
62 s
Shots
56
Average shot
1.1 s
Format
mixed

What creatives use Libresse “Never Just a Period” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Libresse “Never Just a Period”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A diverse group of women and girls play instruments in an orchestra, with a conductor facing them, all surrounded by red fabric strips.© LibresseLibresse “Never Just a Period”, 0:02© LibresseA young woman with curly hair, wearing a blue sweater, stands in her bedroom, looking directly at the camera with a serious expression.© LibresseA young person with curly hair unfolds a large, detailed instruction manual in a dimly lit bedroom.© Libresse
    Frames from Libresse “Never Just a Period”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Libresse “Never Just a Period” in order, with its length, framing and what happens in it.

    A diverse group of women and girls play instruments in an orchestra, with a conductor facing them, all surrounded by red fabric strips.© LibresseLibresse “Never Just a Period”, 0:02© LibresseA young woman with curly hair, wearing a blue sweater, stands in her bedroom, looking directly at the camera with a serious expression.© LibresseA young person with curly hair unfolds a large, detailed instruction manual in a dimly lit bedroom.© LibresseA woman in a medical gown lies on an examination table while a female doctor in scrubs performs a gynecological exam in a clinic.© LibresseA young woman with dark hair and a patterned dress sits in a blue dental chair, looking up with a slightly concerned expression in a dentist's office.© Libresse
    Length: 62 s · Shots: 56 · Average shot: 1.1 s · Format: mixed

More commercials by Lucy Forbes

  • Bodyform "Never Just a Period" (2025) commercial still© BodyformBodyform “Never Just a Period” 2025Dir. Lucy Forbes · AMV BBDOClio Awards Gold 2025
  • Waitrose "Sweet Suspicion" (2025) commercial still© WaitroseWaitrose “Sweet Suspicion” 2025Dir. Lucy Forbes · Saatchi & SaatchiBritish Arrows Gold 2025
  • Essity "Never Just a Period" (2024) commercial still© EssityEssity “Never Just a Period” 2024Dir. Lucy Forbes · AMV BBDOCiclope Silver 2024
  • Three Mobile "Let Fun In" (2026) commercial still© Three MobileThree Mobile “Let Fun In” 2026Dir. Lucy Forbes · Wonderhood Studios
  • Starling Bank "The Dessert" (2024) commercial still© Starling BankStarling Bank “The Dessert” 2024Dir. Lucy Forbes · Wonderhood Studios
  • adam&eve\TBWA "PlayOJO" (2018) commercial still© adam&eve\TBWAadam&eve\TBWA “PlayOJO” 2018Dir. Lucy Forbes · adam&eve\TBWA

More from AMV BBDO

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Questions

Who directed the Libresse “Never Just a Period” commercial?

Lucy Forbes directed it, produced by Smuggler, for the agency AMV BBDO.

Which agency made Libresse “Never Just a Period”?

AMV BBDO created it for Libresse (2025).

What awards did Libresse “Never Just a Period” win?

20 awards, including D&AD 2025 Sound Design & Use of Music: Adapted Music Yellow Pencil, D&AD 2025 Yellow Pencil — Sound Design & Use of Music / Adapted Music, British Arrows 2025 Commercial Of The Year and Eurobest 2024 Grand Prix Film Craft A07: Use of Licensed/Adapted Music.

What is the tagline of Libresse “Never Just a Period”?

“TIJD VOOR EEN WERELD DIE JOUW LICHAAM ECHT BEGRIJPT. WIJ BOUWEN DIE WERELD. LIVE FEARLESS.”

Sources for the credits and awards

dandad.orgbritisharrows.comaicpawards.comThe Workcreativecircle.co.ukweb.archive.orgawards.ciclopefestival.comawards.ciclopefestival.comawards.ciclopefestival.comawards.ciclopefestival.com