Case Film

Presentation Image

Title	VIVA LA VULVA
Brand	ESSITY
Product/Service	LIBRESSE/BODYFORM
Category	C01. Brave Brands
Entrant	AMVBBDO London, UNITED KINGDOM
Idea Creation	AMVBBDO London, UNITED KINGDOM
Media Placement	ZENITH London, UNITED KINGDOM
PR	KETCHUM London, UNITED KINGDOM
Production	SOMESUCH London, UNITED KINGDOM
Production 2	TRIM EDITING London, UNITED KINGDOM
Production 3	750MPH London, UNITED KINGDOM
Production 4	TIME BASED ARTS London, UNITED KINGDOM

Name	Company	Position
Paul Brazier	AMVBBDO	Chief Creative Officer
Alex Grieve	AMVBBDO	Executive Creative Director
Adrian Rossi	AMVBBDO	Executive Creative Director
Toby Allen	AMVBBDO	Creative Partner
Jim Hilson	AMVBBDO	Creative Partner
Diego Cardoso de Oliveira	AMVBBDO	Art Director
Caio Giannella	AMVBBDO	Writer
Edwina Dennison	AMVBBDO	Agency Producer
Mario Kerkstra	AMVBBDO	Designer
Kim Gehrig	Somesuch & Co	Director
Lee Groombridge	Somesuch & Co	Producer
Seth Wilson	Somesuch & Co	Executive Producer
Deepa Keshvala	Somesuch & Co	DOP Lighting Cameraman
Elise Butt	Trim Editing	Editor
Sam Ashwell	750mph	Sound Engineer
Peter Raeburn	Soundtree Music	Music
Bridget Angear	AMVBBDO	Chief Strategy Officer
Margaux Revol	AMVBBDO	Strategy Director

Summary

Girls aren’t born ashamed of their genitals. Yet over half of women are embarrassed by theirs and a growing number wonder how to “get the perfect vagina”. How can you care for something if you don’t love it the way it is? This case shows how Libresse, a period care brand new to intimate care, decided to dynamite the myth of the perfect vulva through much-needed diversity and positivity that culture and the category were denying – because the only imperfect vulva is the one that is silenced and unloved. It’ll explain how the decision to stop dancing around the issue – and instead, made it sing – was the right thing to do for women and for the brand: • Launched organically, the long-form film earned media through sheer relevance, gaining traction globally. • It smashed all brand metrics, including “brand seem different in the category” – over double the norm (Ipsos Dec. 2018). • And we saw an immediate sales uplift at launch, meeting or surpassing targets across the campaign period, with products Libresse had never sold before, and 5 weeks after the launch, Libresse wipes already gained significant ground with market share reaching 33% – not bad for a new entrant in intimate care. (Nielsen data, Dec. 2018).