Vaginas or more specifically, vulvas, are not something women usually talk about. It just doesn’t show up in everyday conversation, leading to unrealistic expectations of what it should look like.

Libresse, a brand of feminine hygiene products, released a video entitled “Viva La Vulva” to start the conversation on the subject. In it, imitations of a vulva are seen opening their flaps and singing Camille Yarbrough’s Take Yo’ Praise. The song, when taken into the context of “Viva La Vulva,” is empowering because the lyrics make it seem as if it’s about loving and accepting. From a song directed to a lover, it becomes a song directed to a vulva.

Created by Abbott Mead Vickers BBDO, “Viva La Vulva” got into the shortlist for the Titanium Lions category in Cannes Lions 2019, a category made for game-changers.

The ad doesn’t simply rely on the song to get their message across as it utilizes both live action and animation to creatively find ways to show a vulva without actually showing the body part. A papaya, a coin pouch, an origami, and an oyster are some of the items they used in the video to mimic what the vulva looks like. Libresse believes that each vulva is unique and that differences should be celebrated instead of shamed.

CREDITS:
Client: Essity
Brand: Libresse
Global Brand Communication Manager (GHC Feminine Care): Martina Poulopati

Agency: AMV BBDO
Executive Creative Director: Alex Grieve, Adrian Rossi
Creative Director: Toby Allen, Jim Hilson
Art Director: Diego Cardoso de Oliveira
Copywriter: Caio Giannella

TV Producers: Edwina Dennison, Nikki Gherardi
Digital Editor & Animation: Sofia Tavares
Strategy: Margaux Revol, Alaina Crystal, Bridget Angear
Art Production: Rhiannon Nicol
Typographer/designer: Mario Kerkstra
Retouching: Happy Finish
Account Management: Sarah Douglas, Tamara Klemich, Sara Abaza, Sarah Hore-lacy, Phoebe Swan, Nina Bhayana

Production Company: Somesuch & Co
Director: Kim Gehrig
Music: Sountree Music
Postproduction Company: Time Based Arts
Media Agency: Zenith

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