Essity: Viva La Vulva

Credits & Description:

Client: Essity
Agency: AMVBBDO / London
Art Director: Diego Cardoso De Oliveira
Copywriter: Caio Giannella
Chief Creative Officer: Paul Brazier
Executive Creative Director: Alex Grieve
Adrian Rossi
Creative Director: Toby Allen
Jim Hilson
Director: Kim Gehrig
Producer: Edwina Dennison
Lee Groombridge
Executive Producer: Seth Wilson
Production Company: Somesuch & Co / London
Director of Photography: Deepa Keshvala
Editor: Elise Butt
Music & Sound Production Company: 750MPH / London
Soundtree Music / London
Music Supervisor: Peter Raeburn
Post-production Company: Time Based Arts / London
Trim Editing / London
PR / Marketing: Ketchum / London
Sound Designer: Sam Ashwell
Country:United Kingdom
Date Of Campaign: October 2018
Background:
Libresse is known for its period care products and taboo-breaking period campaigns. To enter into intimate care, they needed to show they also cared for vulvas. In a culture that censors positive representations of vulvas, and with the explosion of porn culture, the myth of the perfect vulva has become a toxic issue: almost half women feel embarrassed by part of their own bodies; and labiaplasty is the fastest growing cosmetic surgery in the world - with girls as young as 9 asking for it.
Idea:
“Viva La Vulva” was born to challenge this gap in truthful and positive representations of women’s genitals.
Results:
The campaign has been created to foster a more open culture where women can feel proud of what they have, can feel ok about talking about their genitals and can care for it without feeling ashamed. Because quite simply, if we can’t have a positive, unashamed relationship with the most intimate part of our body, we can’t have a positive relationship with ourselves. As the Camille Yarborough track goes: ‘You make me feel like a woman, I’m so glad your mine’