Viva La Vulva
Libresse
Bodyform
︎︎︎
Almost half of women feel embarrassed by their own vulva. Labiaplasty had become the fastest-growing cosmetic surgery in the world. Caught between historical prudery and an exploding porn culture, women had been taught their bodies weren't right. The category that sold products for those bodies wasn't helping. It was either silent or reinforcing the idea something was wrong.
Diego and I wrote Viva La Vulva, a three-minute musical that celebrated the diversity of the vulva by bringing it to life as a chorus of more than fifty singing characters. Conch shells, oysters, fruit, fortune cookies, leaves, embroidery, cupcakes, a woman in full vulva costume, all lip-syncing Camille Yarbrough's "Take Yo' Praise." Director Kim Gehrig led an all-female team of illustrators, embroiderers, puppeteers, food stylists, and animators to bring 450 different vulvas to life. The film was as confronting as it was joyful.
The film anchored an integrated campaign that extended into print, digital, activation, and a fashion bursary inviting designers to create garments that celebrated vulva diversity rather than the "designer vagina."
"Brave but not shocking, and that's what made it so powerful." — Ana Balarin, CCO, Wieden+Kennedy London
"When I say advertising can change the world, this is what I mean." — Cindy Gallop
Most media owners initially refused to run the film, calling it too overtly sexual or indecent. We fought scene by scene to keep it on air. In France, after vocal complaints demanding the work be banned, the ethics committee overruled the objections and Marlène Schiappa, then France's Secretary of State for Gender Equality, defended the campaign publicly.
Once it launched, the long film hit five million organic views in its first weeks with zero media support, eventually reaching nearly half a billion people across 90 countries. 96% of social comments were positive. Libresse went from zero to 40% market share in a new product range within weeks. Brand differentiation and brand interest doubled the category norm. Nurses and gynecologists asked to use the imagery to help patients feel comfortable with their own bodies. On International Women's Day, the Spanish feminist movement redubbed the film to rally women to march for equal rights. A vulva party turned into a joyful rebellion.
Director: Kim Gehrig
DOP: Deepa Keshvala
Editor: Elise Butt
Sound: Sam Ashwell
Creatives: Diego Cardoso de Oliveira + me
CD: Toby Allen & Jim Hilson
ECD: Alex Grieve & Adrian Rossi
Producer: Edwina Dennison
Key Visual
By Adam Hinton
Behind
the Scenes
Case
Study
Product
Shots
Wallpaper
Shots
Wallpaper
Posters
& Print
Social Gifs
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Awads
Awads
World Creative Rankings, 2020
Most awarded ad campaign of the year.
WARC Creative 100, 2020
Second most awarded marketing campaign in the world.
Cannes, France 2019
Titanium Lion
Glass Lion
2 Golds in Film
Gold: Health
Gold: Creative strategy
Silver in FIlm
2 Silvers Film Craft
Silver: Health
Silver: Creative strategy
Bronze Film Craft
Bronze: Entertainment
12 Shortlists
One Show, NYC 2019
Best in discipline (GP) - Health & Wellness
Gold - Health & Wellness: Brand Entertainment
Gold - Craft Visual & Audio: animation
Silver - Craft: use of music
Silver - Online Film Long Form
Silver - Moving Image
Silver - Craft visual & audio: music
Silver - Craft use of visual
Silver - Film Health & Wellness
Bronze - Long Form Video
Bronze - Craft: animation
Merit - Craft - Direction
Merit - Music Videos
Merit - Craft: Animation
Merit - Craft: Art Direction
One Show, NYC 2020
Silver - Creative Effectiveness
LIA Awards, VEGAS 2019
Grand Lia - Tv/Cinema/Online Film
Grand Lia - Health & Wellness
Grand Lia - Health & Wellness - Craft
Gold - Branded Entertainment: Social Awarneness
Gold - Health & Wellness: Over-the-Counter
Gold - Health & Wellness - Craft: Direction
Gold - Health & Wellness - Craft: Production Design
Gold - Production & Post-Production: Direction
Gold - Tv/Cinema/Online Film: Cosmetics/Toiletries/Pharma
Silver - Production & Post-Production: Production Design
Bronze - Health & Wellness - Craft: Music & Sound Design
Bronze - Health & Wellness - Craft: Visual Effects
Bronze - Integration: Business-to-Consumer
Andy Awards, NYC 2019
Gold - Idea
Gold - Craft
Craft British Arrows, London 2019
Gold - Production Design — Marie Lanna
Gold - Use of Existing Music — Jay James, Hils Macdonald and Tom Kitson at Soundtree Music
Silver - Re-Record — Peter Raeburn, Luke Fabia and Luis Almau at Soundtree Music
Finalists - Kim Gehrig Best Director
Finalists - Deepa Keshvala Cinematography
Campaign Big Awards, London 2019
Grand Prix - Best Campaign
Gold - Integrated
Gold - Consumer Goods: Social
Gold - Consumer Goods: Integrated
Gold - Branded Content: Social
Gerety Awards, 2019
Grand Prix - Communication Cut
Grand Prix - Craft Cut
Gold - Entertainment Cut
Silver - Health Cut
Art Directors Club Europe Awards, 2019
Grand Prix - Film & Radio - Online/Viral Videos
Gold Award - Film & Radio - Online/Viral Videos
Gold Award - Integration & Innovation - Creative Strategy
Gold Award - Integration & Innovation - Integrated Campaigns
Caple Awards, 2019
Grand Prix (best in discipline) – Art Direction
Gold - Branded Entertainment
Music and Sound Awards, 2019
Best Sync - online, viral + ambient advertising
D&AD Impact, NYC 2019
Shortlist - Campaign / Health and Wellness
Epica Awards, AMS 2019
Gold - Health & Beauty
AmeAwards, NY 2020
1 Best of Show
1 Regional Platinum – Europe
1 Gold
The Drum Advertising Awards 2019
Grand Prix
Craft - Gold
Most Innovative Campaign - Gold
Advertising for Good - Gold
Consumer Goods - Gold
Pharma and Healthcare - Gold
Webby Awards, 2019
Health, Wellness - People's Voice & Webby Winner
Best Art Direction - People's Voice
Best Use of Animation - Nominee
Most awarded ad campaign of the year.
WARC Creative 100, 2020
Second most awarded marketing campaign in the world.
Cannes, France 2019
Titanium Lion
Glass Lion
2 Golds in Film
Gold: Health
Gold: Creative strategy
Silver in FIlm
2 Silvers Film Craft
Silver: Health
Silver: Creative strategy
Bronze Film Craft
Bronze: Entertainment
12 Shortlists
One Show, NYC 2019
Best in discipline (GP) - Health & Wellness
Gold - Health & Wellness: Brand Entertainment
Gold - Craft Visual & Audio: animation
Silver - Craft: use of music
Silver - Online Film Long Form
Silver - Moving Image
Silver - Craft visual & audio: music
Silver - Craft use of visual
Silver - Film Health & Wellness
Bronze - Long Form Video
Bronze - Craft: animation
Merit - Craft - Direction
Merit - Music Videos
Merit - Craft: Animation
Merit - Craft: Art Direction
One Show, NYC 2020
Silver - Creative Effectiveness
LIA Awards, VEGAS 2019
Grand Lia - Tv/Cinema/Online Film
Grand Lia - Health & Wellness
Grand Lia - Health & Wellness - Craft
Gold - Branded Entertainment: Social Awarneness
Gold - Health & Wellness: Over-the-Counter
Gold - Health & Wellness - Craft: Direction
Gold - Health & Wellness - Craft: Production Design
Gold - Production & Post-Production: Direction
Gold - Tv/Cinema/Online Film: Cosmetics/Toiletries/Pharma
Silver - Production & Post-Production: Production Design
Bronze - Health & Wellness - Craft: Music & Sound Design
Bronze - Health & Wellness - Craft: Visual Effects
Bronze - Integration: Business-to-Consumer
Andy Awards, NYC 2019
Gold - Idea
Gold - Craft
Craft British Arrows, London 2019
Gold - Production Design — Marie Lanna
Gold - Use of Existing Music — Jay James, Hils Macdonald and Tom Kitson at Soundtree Music
Silver - Re-Record — Peter Raeburn, Luke Fabia and Luis Almau at Soundtree Music
Finalists - Kim Gehrig Best Director
Finalists - Deepa Keshvala Cinematography
Campaign Big Awards, London 2019
Grand Prix - Best Campaign
Gold - Integrated
Gold - Consumer Goods: Social
Gold - Consumer Goods: Integrated
Gold - Branded Content: Social
Gerety Awards, 2019
Grand Prix - Communication Cut
Grand Prix - Craft Cut
Gold - Entertainment Cut
Silver - Health Cut
Art Directors Club Europe Awards, 2019
Grand Prix - Film & Radio - Online/Viral Videos
Gold Award - Film & Radio - Online/Viral Videos
Gold Award - Integration & Innovation - Creative Strategy
Gold Award - Integration & Innovation - Integrated Campaigns
Caple Awards, 2019
Grand Prix (best in discipline) – Art Direction
Gold - Branded Entertainment
Music and Sound Awards, 2019
Best Sync - online, viral + ambient advertising
D&AD Impact, NYC 2019
Shortlist - Campaign / Health and Wellness
Epica Awards, AMS 2019
Gold - Health & Beauty
AmeAwards, NY 2020
1 Best of Show
1 Regional Platinum – Europe
1 Gold
The Drum Advertising Awards 2019
Grand Prix
Craft - Gold
Most Innovative Campaign - Gold
Advertising for Good - Gold
Consumer Goods - Gold
Pharma and Healthcare - Gold
Webby Awards, 2019
Health, Wellness - People's Voice & Webby Winner
Best Art Direction - People's Voice
Best Use of Animation - Nominee
D&AD, London 2022
Black Pencil Collaborative
D&AD, London 2010-2019
Black Pencil: Craft of the Decade
D&AD, London 2019
Black Pencil: Direction
Yellow Pencil: Creativity for Good
Yellow Pencil: Branded Entertainment
Yellow Pencil: Animation
Graphite Pencil: Online Film
Graphite Pencil: Music
Wood Pencil: Editing
Wood Pencils: Visual Effects
Shortlist: Animation
Shortlist: Editing
Shortlist: Production design
Clio, NYC 2019
Clio Grand - Integrated Campaign
Gold - Branded Entertainment - Film - Scripted
Gold – Film - 61 Seconds to Five Minutes
Gold - Integrated Campaign
Silver - Film Technique - Music Adapted
Silver – Innovation – Medium Innovation
Silver - Public Relations - Brand Development
Bronze - Film Technique - Direction
Bronze - Film Technique - Editing
Shortlist - Film Technique – Animation
Clio Health, NYC 2019
Clio Grand - Integrated Campaign
Clio Grand - Branded Entertainment & Content
Gold - Film
EuroBest, 2019
Grand Prix – Integrated
Grand Prix - Glass: The Award for Change
Grand Prix – Film
Grand Prix – Healthcare
Grand Prix - Creative Strategy
Gold – Film – Viral Film
Gold – Film - Social Behaviour & Cultural Insight
Gold – Film Craft – Direction
Gold - Film Craft - Use of Licensed or Adapted Music
Gold – PR - Content-led Engagement & Marketing
Silver – Film Craft – Production Design / Art Direction
Silver – Film Craft - Editing
Silver – Film Craft – Animation
Bronze – Film – Healthcare
Bronze – Entertainment - Fiction & Non-Fiction Films
Bronze – Film Craft - Cinematography
Bronze – Healthcare - OTC Products/Devices
Bronze – Healthcare - Brand-led Education & Awareness
ADC Awards, NYC 2019
Silver Cube - Craft in Video
Silver Cube - Craft in Motion
Bronze Cube - Branded Content & Entertainment
Bronze Cube - OnLine Film
British Arrows, London 2019
Gold - Best Social Video
Gold - Best International
Gold - The Power Of Film
Creative Circle UK, London 2019
Gold - Best creative campaign for positive change
Gold - Best online advertising film 1 minute or over
Gold - Best branded entertainment
Gold - Best Animation
Gold - Best casting
Gold - Best production design
Gold - Best direction
Gold - Best use of music
Shark Awards, Kinsale 2019
Grand Prix - Film
Gold – Branded Content
Gold- Digital – Healthcare & pharmacy
Gold – Film Craft – Art Direction/Product Design
Gold – Direction
Gold – Integrated
Gold – Music & Sound Craft – Best Use of Licensed Music – SYNC
Silver – Film Craft – Best Use of Humour
Silver – Film Craft – CGI/Visual Effects
Shortlist – Film Craft – Casting
Creative Review 2019 Annual
Best in Book
Brand Film Festival, London 2019
Grand Prix - Best of the Best
Creative Agency of the Year
Brand of the Year
Gold - Animation
Gold - Post-Production
Gold - Best Performance
Gold - Healthcare
Gold - Emotional Film
Gold - Consumer Goods
New York Festivals, 2019
First Prize Award - Film Craft - Best Use of Music
First Prize Award - Film Craft - Direction
Second Prize Award - Film - Health & Wellness
Third Prize Award - Film - Made for Online
Third Prize Award - Film - Brave Work/Brave Client
Third Prize Award - Branded Content/Entertainment - Health & Wellness
AICP Show, 2019
Advertising Excellence/International Honoree
Ciclope Festival, Berlin 2019
Grand Prix
Cresta Awards, London 2019
Grand Prix – Moving image
Grand Prix – Integrated
Grand Prix – Branded Entertainment
Grand Prix – Craft – Direction
Gold – Craft – Cinematography
Gold – Craft – Sound Design
Gold – Craft – Special Effects
Gold – Craft – Music
Gold – Craft – Humour
APA Collection
Top 10 ads of thepast 25 years
Articles
https://adage.com/creativity/work/libresse-viva-la-vulva/960761
https://www.creativereview.co.uk/libresse-releases-ad-in-celebration-of-the-vulva/
https://www.thedrum.com/creative-works/project/amv-bbdo-bodyform-viva-la-vulva
https://www.adweek.com/brand-marketing/everything-is-a-vagina-worth-singing-about-in-this-brands-glorious-viva-la-vulva-anthem/
https://www.campaignlive.co.uk/article/libresse-viva-la-vulva-amv-bbdo/1519742
https://www.warc.com/newsandopinion/opinion/why_viva_la_vulva_is_the_very_definition_of_brand_bravery/2898
Black Pencil Collaborative
D&AD, London 2010-2019
Black Pencil: Craft of the Decade
D&AD, London 2019
Black Pencil: Direction
Yellow Pencil: Creativity for Good
Yellow Pencil: Branded Entertainment
Yellow Pencil: Animation
Graphite Pencil: Online Film
Graphite Pencil: Music
Wood Pencil: Editing
Wood Pencils: Visual Effects
Shortlist: Animation
Shortlist: Editing
Shortlist: Production design
Clio, NYC 2019
Clio Grand - Integrated Campaign
Gold - Branded Entertainment - Film - Scripted
Gold – Film - 61 Seconds to Five Minutes
Gold - Integrated Campaign
Silver - Film Technique - Music Adapted
Silver – Innovation – Medium Innovation
Silver - Public Relations - Brand Development
Bronze - Film Technique - Direction
Bronze - Film Technique - Editing
Shortlist - Film Technique – Animation
Clio Health, NYC 2019
Clio Grand - Integrated Campaign
Clio Grand - Branded Entertainment & Content
Gold - Film
EuroBest, 2019
Grand Prix – Integrated
Grand Prix - Glass: The Award for Change
Grand Prix – Film
Grand Prix – Healthcare
Grand Prix - Creative Strategy
Gold – Film – Viral Film
Gold – Film - Social Behaviour & Cultural Insight
Gold – Film Craft – Direction
Gold - Film Craft - Use of Licensed or Adapted Music
Gold – PR - Content-led Engagement & Marketing
Silver – Film Craft – Production Design / Art Direction
Silver – Film Craft - Editing
Silver – Film Craft – Animation
Bronze – Film – Healthcare
Bronze – Entertainment - Fiction & Non-Fiction Films
Bronze – Film Craft - Cinematography
Bronze – Healthcare - OTC Products/Devices
Bronze – Healthcare - Brand-led Education & Awareness
ADC Awards, NYC 2019
Silver Cube - Craft in Video
Silver Cube - Craft in Motion
Bronze Cube - Branded Content & Entertainment
Bronze Cube - OnLine Film
British Arrows, London 2019
Gold - Best Social Video
Gold - Best International
Gold - The Power Of Film
Creative Circle UK, London 2019
Gold - Best creative campaign for positive change
Gold - Best online advertising film 1 minute or over
Gold - Best branded entertainment
Gold - Best Animation
Gold - Best casting
Gold - Best production design
Gold - Best direction
Gold - Best use of music
Shark Awards, Kinsale 2019
Grand Prix - Film
Gold – Branded Content
Gold- Digital – Healthcare & pharmacy
Gold – Film Craft – Art Direction/Product Design
Gold – Direction
Gold – Integrated
Gold – Music & Sound Craft – Best Use of Licensed Music – SYNC
Silver – Film Craft – Best Use of Humour
Silver – Film Craft – CGI/Visual Effects
Shortlist – Film Craft – Casting
Creative Review 2019 Annual
Best in Book
Brand Film Festival, London 2019
Grand Prix - Best of the Best
Creative Agency of the Year
Brand of the Year
Gold - Animation
Gold - Post-Production
Gold - Best Performance
Gold - Healthcare
Gold - Emotional Film
Gold - Consumer Goods
New York Festivals, 2019
First Prize Award - Film Craft - Best Use of Music
First Prize Award - Film Craft - Direction
Second Prize Award - Film - Health & Wellness
Third Prize Award - Film - Made for Online
Third Prize Award - Film - Brave Work/Brave Client
Third Prize Award - Branded Content/Entertainment - Health & Wellness
AICP Show, 2019
Advertising Excellence/International Honoree
Ciclope Festival, Berlin 2019
Grand Prix
Cresta Awards, London 2019
Grand Prix – Moving image
Grand Prix – Integrated
Grand Prix – Branded Entertainment
Grand Prix – Craft – Direction
Gold – Craft – Cinematography
Gold – Craft – Sound Design
Gold – Craft – Special Effects
Gold – Craft – Music
Gold – Craft – Humour
APA Collection
Top 10 ads of thepast 25 years
Articles
https://adage.com/creativity/work/libresse-viva-la-vulva/960761
https://www.creativereview.co.uk/libresse-releases-ad-in-celebration-of-the-vulva/
https://www.thedrum.com/creative-works/project/amv-bbdo-bodyform-viva-la-vulva
https://www.adweek.com/brand-marketing/everything-is-a-vagina-worth-singing-about-in-this-brands-glorious-viva-la-vulva-anthem/
https://www.campaignlive.co.uk/article/libresse-viva-la-vulva-amv-bbdo/1519742
https://www.warc.com/newsandopinion/opinion/why_viva_la_vulva_is_the_very_definition_of_brand_bravery/2898
More Work
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