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Lovima® — This Pill Has Been Liberated

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The women’s liberation movement of the 60s saw the introduction of the contraceptive pill. 60 years later the pill has now been liberated.

The campaign juxtaposes these two important moments in history — bringing things up to date by showing that oral contraception is now in the hands of women — giving them more control over their bodies and lives.


Advertiser: Maxwellia

Creative Agency

Creative Agency: Ourselves

Creative Director: Aaron Howard/Steven Bennett-Day

Producer: Charlotte Jiminez

Media Agency

Media Agency: Acumen

Production Company

Production Company: Believe Media

Director: Kathryn Ferguson

Producer: Shabana Mansuri

DoP: Amelia Hazlerigg

Editor: Carly Baker

Post Production

Post Production Company: Wash


Composer: Peter Duffy

Genres: Documentary, People, Storytelling

Categories: Health care, Beauty & Health

Ourselves, 1 month ago