2020 Glass: The Award For Change


Category A01. Glass
Entrant BBDO Düsseldorf, GERMANY
Idea Creation BBDO Düsseldorf, GERMANY
Idea Creation 2 BBDO Berlin, GERMANY
Media Placement HEARTS & SCIENCE Düsseldorf, GERMANY
Media Placement 2 AREASOLUTIONS Hamburg, GERMANY
Name Company Position
Till Diestel BBDO Group Germany GmbH Chief Creative Officer
Kristoffer Heilemann BBDO Düsseldorf GmbH Creative Managing Director
Jeannette Bohné BBDO Berlin GmbH Creative Director
Tatjana Genin BBDO Düsseldorf GmbH Art Director
Anina Wäsche BBDO Düsseldorf GmbH Art Director
Lisa-Marie Jaeger BBDO Düsseldorf GmbH Art Director
Henrik van Laak BBDO Düsseldorf GmbH Copywriter
Matthäus Kania BBDO Düsseldorf GmbH Copywriter
Cornelius Kölblin BBDO Düsseldorf GmbH Managing Director
Fabian Brakelmann BBDO Düsseldorf GmbH Account Manager
Michelle Grossheim BBDO Düsseldorf GmbH Senior Strategist
- - CraftWork - a brand of ad agencyservices GmbH Production-/Post Production Company
Steffen Gentis BBDO Group Germany GmbH Chief Production Officer
Sabrina Neuhaus CraftWork - a brand of ad agencyservices GmbH Producer
Valérie Gentis CraftWork - a brand of ad agencyservices GmbH Producer
Hajo Müller - Photographer
- - PremiumBeat Music/ Sound Design
Tibor Salzburger CraftWork - a brand of ad agencyservices GmbH Director Of Photography
Florian Lubeniqi-Wurzer Super36 Film-und Videoproduktion GbR Director Of Photography
Kai Thorarensen CraftWork - a brand of ad agencyservices GmbH Editor
Isabell Kaeppele CraftWork - a brand of ad agencyservices GmbH Digital Media Designer


The Female Company is a young start-up for organic tampons that strives for an open minded society when it comes to feminine body and its hygiene. Unfortunately, it’s still loaded with prejudices, clichés and also deter people from getting comfortable with their body. The challenge was to create an attention-grabbing campaign that raises awareness not only for the Female Company’s launch of organic tampons at the drugstore retail partner dm but also for an absolute natural topic: Menstruation.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

Menstruation is still a taboo topic in Germany. 77% of women feel uncomfortable talking about their period. The majority thinks it’s disgusting, a private thing that shouldn’t be a topic of conversation in advertising and in public in general. That’s an issue for “The Female Company” whose communication is also often flooded with many negative comments.

Describe the creative idea

Our answer: #lipconfession – a provocative campaign which breaks this taboo by openly talking about periods in a natural manner – as natural as the organic tampons from “The Female Company” itself.

Describe the strategy

Creating a campaign with a rather medium-term impact, designed to raise awareness for the Female Company’s product launch. It’s dedicated to all women in Germany who blush with shame very quickly when it comes to menstruation and all those who are self-confident about their body and the right hygiene products. A campaign which is also kind of a proclamation to open everyone’s lips as loud as possible and make it clear that women can never be told to seal them.

Describe the execution

The campaign’s kick-off featured a 100 m² huge billboard in the heart of Berlin from 14th to 21st September. It showed lips rotated vertically by 90° – looking like lips of the vulva – designed to start a discussion around the issues associated with menstruation. Shortly after we published our motifs also on Instagram, where they were censored. But the community took a stand against the censorship. They rotated their own lips by 90° degrees and posted them with their personal #lipconfession in the social channels. We used influencers as a catalyst to further advance this movement trying to free itself from such a taboo, by opening their lips and speaking openly about menstruation.

Describe the results / impact

Our Out of-Home billboard was the starting signal for a movement on social media. With the invitation to talk about a taboo topic openly, our hashtag sparked a discussion and broke the taboo with the help of the users - in a surprising and unusual way. Hundreds of thousands saw our campaign, hundreds shared their #lipconfession and thousands clicked the like button to make it clear that women can never be told to seal their lips. “The Female Company's” organic tampons were sold out in many dm markets. Furthermore, this work became a part of pop culture. #lipconfession was discussed on public TV channels at prime time - for us it’s the evidence that there is still a need to talk about menstruation in our society, especially for an organic tampon start-up.