VIVA LA VULVA

Grand Prix

Case Film

Presentation Image

ClientESSITY
Category C01. Brave Brands
TitleVIVA LA VULVA
Product/ServiceLIBRESSE/BODYFORM
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
Credits
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).