Shark week - Modibodi Anti leak period swimwear.

ModiBodi’s Anti-leak Period swimwear is a staggering piece of innovation, yet age old myths and misconceptions were preventing people from trying it.

Research told us 45% of women and menstruators still fear swimming on their periods, but it went deeper than just worrying about efficacy of the product.

Every time we posted about the product on ModiBodi’s social channels, we would get questions about sharks. We knew we had to tackle the issue head on.

We devised a unique product demonstration, one that both shut down the myth that sharks can detect period blood and packed meaning into our new brand platform Fear Not with one simple act.

Wearing only a Modibodi swimsuit Freediver and marine biologist Brinkley Davis put the leak proof period swimwear to the test by swimming with 5-meter tiger sharks whilst on her cycle. All captured by director Kyra Bartley of Finch.

We teased the during ‘Shark week’ before launching the campaign proper - as well as gaining global earned coverage the stunt also generated our film, OOH, social and native influencer assets.