Title | #LIPCONFESSION |
Brand | THE FEMALE COMPANY GMBH |
Product/Service | ORGANIC TAMPONS |
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
|
PR
|
FLEISHMANHILLARD Frankfurt, GERMANY
|
Credits
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 |
Background
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.