Source: Campaign
Essity owned brand of hygiene products for women, Libresse, has once again tackled taboos in advertising with a campaign celebrating vulvas in all their shapes and sizes.
“Viva la vulva” campaign, originally launched in Sweden and Denmark, was created by Caio Giannella and Diego de Oliveira at Abbott Mead Vickers BBDO and directed by Kim Gehrig through Somesuch.
The three-minute film, set to the track Praise You, shows a series of colourful objects resembling female genitals and singing along to the lyrics. There are also shots of women examining their private parts and dancing.
The spot promotes Libresse’s intimate shower gels while bringing attention to the fact that women and girls are often made to feel insecure about their vulvas. Girls as young as nine are requesting labiaplasty, a surgery to shorten or reshape the lips of the vagina, according to reports by the BBC.
Libresse has become known for its bold advertising championing positive body image for women.
