2019 Creative Strategy
VIVA LA VULVA
|Category||C01. Brave Brands|
|Title||VIVA LA VULVA|
|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|
|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|
|Edwina Dennison||AMVBBDO||Agency Producer|
|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|
SummaryGirls 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).
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The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.