A light-hearted post on Bodyform’s facebook page, accusing the brand of misrepresenting the joys of periods, went viral. We seized this opportunity to retort with a playful spoof video response, in which fictional CEO Caroline Williams addresses ‘Richard’, the disappointed facebook user, with an apologyfor the flagrant use of metaphors in the company’s advertising. The web film clocked nearly three million views in its first week. It generated over 82,000 facebook actions, over 6,000 tweets and 98% YouTube likes. It was featured inmore than 200 pieces of editorial across some of the most influential media worldwide.
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