VIVA LA VULVA

Gold eurobest Award
ClientESSITY
Category A08. Use of Licensed or Adapted Music
TitleVIVA LA VULVA
Product/ServiceLIBRESSE
Entrant SOUNDTREE MUSIC London, UNITED KINGDOM
Idea Creation AMVBBDO London, UNITED KINGDOM
Production SOUNDTREE MUSIC London, UNITED KINGDOM
Credits
Name Company Position
Jay James Soundtree Music Managing Director
Peter Raeburn Soundtree Music Creative Director
Luis Almau Soundtree Music Head of Music Production
Luke Fabia Soundtree Music Composer
Peter Raeburn Soundtree Music Creative Director

Write a short summary of what happens in the film

95% of women think their vagina is imperfect. This film challenges this perception with creativity and humour. In this film puppets, made up of a variety of objects (both natural and man-made), are used to represent vaginas. These vagina puppets then lip sync along to the music, with the lyrics helping to deliver the message of the film, while confronting the taboo with creativity and humour. This film is a true celebration of probably the most important part of female anatomy; the part that inspires and delivers life.

Cultural / Context information for the jury

Statistics show a remarkable 95% of women think their vagina is imperfect, a cultural and social level of shame that really shouldn’t be there. This film aims to transform the perception of what a vagina should look like, to make 95% of women proud of their vaginas. There is no perfect vagina. This film confronts a taboo with creativity and humour, a true celebration of probably the most important part of female anatomy, the part that inspires and delivers life. We undertook the music search very early on in the process and landed on the track fairly quickly. The lyrics of ‘Take yo’ praise’ (‘you’re so rare, so fine, I’m so glad you’re mine) are absolutely on point with the message of the film. The chorus was of course sampled by Fatboy Slim for ‘Praise You’, but the wide majority of the public doesn’t know the original.

Tell the jury about the choice of music track.

This film aims to transform the perception of what a vagina should look like. This is achieved with creativity and humour. ‘TAKE YO’ PRAISE’ had the right amount of confidence and humour. The music was an integral part of the film, helping to deliver the desired message. The lyrics ‘you’re so rare, so fine, I’m so glad you’re mine' are absolutely on point with the message of the film. They were able to deliver the message very easily - they help women celebrate their anatomy and confront a taboo with creativity and humour. Practically, the music had to be right before the shoot in order to get the lip sync and pace right. The original track was quite subdued and never really took off, so part of our job was to give it some shape in order to make it feel as celebratory and joyful.