Women animators from across the world contributed to Womb Stories, which aims to open up the many narratives and break taboos around the experiences of people with wombs.
What did the judges have to say?
"This is a case model that maximises the efficiency of message delivery by effectively utilising the strengths of both live action and animation. It is refreshing to see a variety of detailed psychological descriptions of a character through various craft expressions. Above all, the media mix of live-action and animation stands out as something that can only be conveyed through animation."Masanori Tagaya, Executive Creative Director, Grey Tokyo
"The overall craft and execution of every element of each film was brilliant."Andy Baker, Director, Andy Baker Studio
"Womb Stories dealt with the raw emotion, grief, excitement and tragedy that often comes with being a woman. It tackled a range of difficult subjects in a sensitive and accessible way."Meena Ayittey, Film Director, Great Guns
"It is an extremely sensitive and thought-provoking, well executed idea. When I think about how it could have been done differently, the answer is always the same: no other way. Brilliantly crafted, it is an idea completely enhanced by art direction."Sergio Gordilho, Co-President & Chief Creative Officer, Africa São Paulo
"It was an incredibly fresh way to make the invisible pain, heartache and joy of being a woman not just visible, but visceral, relatable, powerful, amusing and moving. The idea normalised so many women's painful and personal experiences in a way that was so authentic, empathetic and approachable; it was shocking to think that this was the first time a commercial had even told those stories. The art direction elevated the idea, the use of different animation styles bringing charm, personality and raw power to biological and physical realities. Womb Stories is a wonderful example of how great work has the power to move an audience, change opinions, break taboos and change cultural norms."Barbara Humphries, Creative Director, The Monkeys
"It is the embodiment of perfect art direction, bringing several different styles together, in one film, that add up to a visually super impactful film. Awesomely executed, very modern, humorous, clever, beautiful!"Michael Wilk, Global Head of Art, Serviceplan
"The art direction was seamless across all of its expressions, whether that be illustration or film. I also loved how this campaign connected with women and created a conversation and community about a subject which is taboo."Michelle Jones, Head of Creative, Greater London Authority
"Even though this didn't end up as the highest awarded piece in our category, it was the piece that really caught my attention because of the high level of craft, storytelling, innovation and performance. I did love the XBox Tourism campaign too and it deserves a Yellow Pencil, but the emotion and craft on display in #WombStories affected me more."Pete Baker, Film and Experiential Director & Senior Partner, The Glue Society
"It is a masterpiece in the way it shows the real journey of what it is to be a woman with so much truth, delicacy and strength. Absolutely pertinent to the product but also relevant and educational. The soundtrack is a rhythm of a factory, of a machine - which we are, but not only - contrasting with the different illustration techniques and the emotive scenes. Exactly the contrast we face every day as women. It made me feel jealous in that good way."Daniela Ribeiro, Diretora de Criação, Artplan
"The execution of Womb Stories was so carefully perfect. I loved the art direction and messaging. A great piece of work."Damilola Marcus, Co-Founder, Art Director, Dá Design Studio