Libresse Honours the Noble Vulva Like Never Before
Campaign from AMV BBDO and Somesuch’s Kim Gehrig is an ode to lady parts
Libresse/Bodyform follows last year’s phenomenal ‘Blood Normal’ campaign with ‘Viva La Vulva’, a three-minute celebration of ladybits.
Created by AMV BBDO, the spot more than rises to the occasion of following 2017’s multi award-winning campaign, which challenged taboos around showing period blood (and, incidentally, won an Immortal Award). This film is equally taboo-smashing.
Directed by Somesuch’s Kim Gehrig, it depicts a variety of vulvas (or at least objects that look a bit like them) in a series of vibrant vignettes, soundtracked by a reworking of the Camille Yarbrough classic ’Take Yo’ Praise’.
Conch shells, origami and citrus fruit all stand in for that most unique part of the anatomy, interspersed with scenes depicting women interacting with, discussing and generally appreciating their vaginas in all their nuance.
Fittingly, the production team behind the spot appears to be largely female. The cinematographer is Deepa Keshvala and the editor is Trim Editing's Elise Butt. The film is packed with examples of fantastic female creativity, from pottery artist Emma Low to paper-cut artist Hannah Kate Kelley.
The ad, which essentially takes the form of a music video, was released on the Libresse Sweden Youtube channel and the campaign has now been launched for the Swedish and Danish markets.
But the film isn't about flashing some creative fannies just for the sake of it - the idea is underpinned by the insight that women are experiencing an increasing amount of pressure and misinformation about how their vulvas look. There has been a growth in genital plastic surgery and some women even site a sense of shame or embarrassment over how their vagina looks as a reason for skipping smear tests. Over half of women feel pressure for their vulva looking a certain way and almost half of them (44%) have felt embarrassed by the way their vulva naturally looks, smells or feels. 68% of women don’t technically know what their own vulva is, with one in four completely unaware that no two vulvas should look exactly the same.
By fostering a more open culture and normalising the idea that vulvas are unique and diverse, the Essity-owned brand hopes to boost confidence and break taboos.
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Global Communications Manager: Martina Poulopati
Marketing Communications Director: Tanja Grubner
Post Production / VFX
CG: Ben Cantor, Dave Loh
Colourist: Simone Grattarola
Flame: Jamie Crofts, Adam Paterson, Manuel Perez, Luke Todd, Leo Weston
Motion Graphics: Tom Robinson, Stephen Ross
Nuke: Sarah Breakwell, Linda Cineiawska, Matt Shires, Bernardo Varela, Leandro Vazquez, Grant White
Post Production Company: Time Based Arts
Producer: Jo Gutteridge
VFX Supervisor: Stephen Grasso, Francois Roisin
Media Agency: Zenith
Media Planner: Alanna Bishop, Judith Zaremba, Becky Stack, Antoine Aoun, Alessio Babolin
Sound Company: 750mph
Sound Design: Sam Ashwell
Retouching: Happy Finish
Creative Agency: AMV BBDO
Account Management: Sarah Douglas, Tamara Klemich, Sara Abaza, Sarah Hore-Lacy, Phoebe Swan, Nina Bhayana
Art Director: Diego Cardoso de Oliveira
Art Producer: Rhiannon Nicol
Copywriter: Caio Giannella
Creative Director: Toby Allen, Jim Hilson
Executive Creative Director: Alex Grieve, Adrian Rossi
Strategy: Margaux Revol, Alaina Crystal, Bridget Angear
TV Producer: Edwina Dennison, Nikki Gherardi
Typography: Mario Kerkstra
Digital Agency: Poke (website)
PR Agency: Ketchum
Casting: Leanne Flynn
Cinematographer: Deepa Keshvala
Costume Designer: Vanessa Coyle
Director: Kim Gehrig
Executive Producer: Seth Wilson
Hair & Make Up: Eve Coles
Producer: Lee Groombridge
Production Company: Somesuch
Production Designer: Marie Lanna
Music Company: Soundtree
Music : Take Yo Praise by Camille Yarbrough
Music Production: Peter Raeburn, Luke Fabia and Luis Almau
Music Supervision: Jay James, Hils Macdonald and Tom Kitson
Edit Company: Trim Editing
Editor: Elise Butt
Genres: Animation, Comedy, People
Categories: Beauty & Health, Sanitary protectionLBB Editorial, Tue, 27 Nov 2018 09:54:02 GMT