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Libresse Honours the Noble Vulva Like Never Before

Creative 1.4k Add to collection

Campaign from AMV BBDO and Somesuch’s Kim Gehrig is an ode to lady parts

Libresse Honours the Noble Vulva Like Never Before
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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Advertiser: Essity

Brand: LIbresse

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

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

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

Digital Agency: Poke (website)

PR Agency: Ketchum

Production Company

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 protection

LBB Editorial, Tue, 27 Nov 2018 09:54:02 GMT