anything but normal

Too many women’s health conditions are dismissed as “just part of being a woman.” From period pain to menopause, generations have been taught to normalise symptoms that significantly affect their health and quality of life. Anything But Normal challenged that mindset. Encouraging women to question outdated assumptions, trust their instincts and seek the care they deserve, it reframed self-advocacy as empowerment rather than exception. Anything But Normal became a global integrated campaign spanning film, digital, social and experiential, opening conversations around women’s health and reinforcing Bayer’s commitment to improving care for women.

Client: Bayer Women’s Health
Agency: VML Health
Production: La Boutique 77, WPP Production, Agosto

the film

the making of

gallery

presentation board

awards

Cannes Lions: Shortlist
Clio Health: Silver (x2), Shortlist (x2)
The Creative Floor Awards: Gold
Creativepool Awards: Bronze
ASPID: Silver and Bronze

credits

Executive Creative Director: Khalid Latif
Associate Creative Director: Nikki Sulentic
Copywriters: Alex Sides, Ciaran Watkins
Art Director: Sasha Hunt
Designer: Steff Quinn