Vagina VarsityLaunching pantyliners in the extremely conservative South African market posed quite a challenge. How do we talk about a product designed to take care of an area that’s hardly ever mentioned, and when it is spoken about it’s usually in code or awkward pointing?
We decided we had to get people talking about, and understanding, what the product is for. The vagina.
Welcome to Vagina Varsity. A month-long, no holds-barred course to teach students everything they need to know about their vaginas, because being a vagina-haver, doesn’t make you a vagina expert. Once they signed up, the course was sent to students’ email, so they could engage with the material in private. The course consisted of video lessons and loads of extra vagina, period and product-related information. There were also weekly quizzes so learners could test their new-found knowledge, because the more you know, the less you have to fear.
Clients: Denese Pillay
Brand: Libresse Panty Liners
Production Company: Zootee Studios
DOP: Faheema Hendricks
Producer: Stacey Keppler
Animator: Niall Rixon
Composer: Nick Marcus
Creative Agency: Net#work BBDO
Copywriter: Annette de Klerk
Art Director: Juliet Honey
Strategist: Kerry Hibberd
Producer: Tara Dales
Executive Creative Director: Brad Reilly
Chief Creative Officer: Mike Schalit
Digital Strategist: Kyle Duckitt
Digital Lead: Sarah Snyman
Illustrator/Designer: Emma Strydom
Animator: Ryan Paikin
Account Management: Roxanne Singh
Genres: Documentary, Dialogue
Categories: OtherNET#WORK BBDO, 3 years ago