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女阴万岁
案例简介：背景 2018年，以时期产品而闻名的Bodyform/Libresse扩展到时期产品。 除了告诉女性该怎么做 (“适合你的私密区域的肥皂”)，增强对闻起来不好的恐惧，或者像破损的汽车一样对待女性的解剖结构，需要穿着白大褂的严肃的 “亲密专家”，在过去的几十年中，亲密护理类别并没有达到很高的水平。 尽管是新进入者，但我们希望成为急需的灯塔，并打破耻辱的循环。 在2017-2018年，我们的运动 # Bloodnormal是一项违反禁令，打破禁忌和推动边界的运动，重新定义了时期护理类别，并因打破了父权制的污名而受到全球赞誉。 我们希望将相同的同理心，相同的禁忌精神和相同的品牌目的带到亲密护理中，向女性展示我们对她们以及她们的外阴有多关心。 描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性 我们所有的研究 (学术研究，文章，书籍，quant研究…) 都指向相同的诊断。 女性生殖器周围历史悠久的禁忌和禁忌的有毒鸡尾酒，再加上最近的色情文化 (其中大多数外阴被显示为整洁的无毛槽)，对完美的外阴产生了不健康的追求。 结果，几乎有一半的女性因为外阴而感到尴尬，7/10不知道正常的样子，越来越多的人讨厌阴唇成形术是世界上发展最快的整容手术 (这种手术也被称为 “设计师阴道”，目的是切断突出的小阴唇，使外阴看起来 “更光滑”)，太多的人出于尴尬而避免宫颈癌测试。 女孩天生并不为自己的身体感到羞耻。但是，社会和文化以某种方式对女性的身体进行了如此的禁忌和客观化，使女性失去了对生殖器的所有权，并使她们充满了无知和自我厌恶。 为了向女性展示我们对她们的外阴有多关心，我们将直面这个问题。不休克。而是为了收回骄傲和所有权。这种方法对于广告来说是全新的和进步的，但没有什么是免费的。 描述创意 没有一个完美的外阴。有几十亿。 因此，我们将通过混合媒体，多渠道的方法展示美丽的外阴，与数十名女性艺术家合作，为女性形式创造一种新的视觉语言。 我们将为女性的外阴创作一首庆祝国歌-一首情歌，献给我们中没有得到足够爱的一部分。而且，我们将在此过程中解决阴户周围的多种禁忌，以自豪的方式与耻辱作斗争。世界在围绕这个问题跳舞。所以我们决定让它唱歌。 然后，我们将从电影中向外扩展，在文化中尽可能多的不同地方放置尽可能多的不同外阴。 描述策略 我们发现的所有报告和研究都是一致的: 除非女性暴露于真正的外阴多样性并鼓励她们看自己的外阴，否则她们会继续对自己的外阴感到焦虑和不满。 “即使在具有相对积极的生殖器自我形象的年轻女性中，暴露于各种自然外阴的照片也会对生殖器自我形象产生积极影响”。(心身妇产科2016杂志)。 就像代表时期的血腥挑战禁忌一样，我们将面对代表外阴的禁忌，以推翻悠久的耻辱和客观化历史。我们将庆祝外阴的多样性，以帮助女性与自己的身体保持和平。 描述执行情况 在Viva La Vulva的核心是一个嘴唇同步的音乐视频，它带有扭曲-数百种形状和颜色的vulvas，所有人都为爱她们的女性大声歌唱并感到自豪，颠覆了Camille Yarborough的标志性 “接受y praise” 曲目成为女权主义的自爱国歌。 混合媒体的方式扩大了他们的多样性，电影颠覆了一路上的禁忌，牡蛎，多汁的水果，拥抱羞愧的骆驼脚趾，鼓励自我探索，甚至芭比娃娃也客串，激怒了她没有外阴。 电影中的场景进一步激活: 外阴镜子，折纸书籍，社交gif，来自 “the Wonder Down under” 作者的在线教育内容，解决生殖器羞耻的原因和后果的平面广告，公共厕所中的巨型外阴壁画解决性别涂鸦失衡，以及 “设计师阴道” 时尚助学金，以庆祝外阴并自豪地穿着它们。 描述结果/影响 该运动在斯堪的纳维亚半岛和英国发布，立即受到了从美国到印度的世界各地的赞誉。在0的媒体支持下，该品牌视频在不到2周的时间内获得了500万多个有机观看次数。尽管在主题和方法上新颖且具有开创性，但对该运动的所有社会评论96% 都是积极的。该品牌视频打破了品牌参与度和兴趣方面的所有基准，超过一半的女性报告说，该视频使该品牌在亲密护理类别中脱颖而出-超过标准的两倍 (Ipsos 2018年12月)。销售反映了影响: 在不到2个月的时间内，从0% 到33% 在北欧的市场份额
女阴万岁
案例简介：Background In 2018, Bodyform/Libresse, better known for period products, expanded beyond periods into caring products. Apart from telling women what to do (“the right soap for your intimate area”), reinforcing fears of smelling bad or treating women’s anatomy like broken cars that needed serious “intimate experts” wearing white coats, the intimate care category hadn’t been up to much in the last few decades. Despite being a new entrant, we wanted to be the much-needed lighthouse and break the cycle of shame. In 2017-2018, our campaign #Bloodnormal had been a ban-defying, taboo-breaking and boundary pushing campaign that had redefined the period care category and had been praised globally for breaking the patriarchal stigma around periods. We wanted to bring the same empathy, the same taboo-breaking spirit and the same brand purpose to intimate care, to show women how much we cared about them – and about their vulvas. Describe the cultural/social/political climate in your region and the significance of your campaign within this context All our research (academic studies, articles, books, quant research…) pointed towards the same diagnosis. A toxic cocktail of historical prudery and taboos around women’s genitals, combined with the recent explosion of porn culture (where most vulvas have been shown as neat hairless slots) had created an unhealthy quest for the perfect vulva. As a result, almost half of women are embarrassed by their vulva, 7/10 don’t know what normal looks like, an increasing number hate the way it looks to the point that labiaplasty is the fastest growing cosmetic surgery in the world (a surgery also called “designer vagina” to cut off the protruding labia minora to make the vulva look “sleeker”), and too many avoid cervical cancer tests out of embarrassment. Girls aren’t born feeling ashamed of their bodies. But somehow, society and culture carry such taboos and objectification of women’s bodies that they make women lose ownership of their genitals and fill them with ignorance and self-loathing. To show women how much we cared about their vulvas, we’d confront the issue head on. Not to shock. But to reclaim pride and ownership. This approach was completely new and progressive for advertising but nothing about it was gratuitous. Describe the creative idea There’s no one perfect vulva. There are billions. So we’d show a beautiful diversity of vulvas through a mixed media, multi-channel approach, working with dozens of female artists to create a new visual language for the female form. We’d create a celebratory anthem to women’s vulvas – a love song to a part of us that doesn’t get enough love. And we’d tackle multiple taboos around the vulva along the way, fighting shame with pride. The world was dancing around the issue. So we decided to make it sing. Then we’d expand outwards from the film, putting as many different vulvas as possible in as many different places in culture as possible. Describe the strategy All the reports and research we found were consistent: unless women were exposed to the real diversity of vulvas and encouraged to look at their own vulva, they’d carry on feeling anxiety and dissatisfaction with their own. And “even in young women with a relatively positive genital self-image, exposure to pictures of a large variety of natural vulvas positively affects genital self-image”. (Journal of Psychosomatic Obstetrics and Gynaecology 2016). Just like Bloodnormal challenged taboos around representing periods, we’d confront taboos around representing vulvas in order to overturn a long history of shame and objectification. And we’d celebrate vulvas in all their diversity to help women be at peace with their own bodies. Describe the execution At the heart of Viva La Vulva is a lip-sync music video that with a twist – hundreds of vulvas of every shape and colour, all singing loud and proud to the women who love them back, subverting Camille Yarborough’s iconic ‘Take Yo Praise’ track into a feminist anthem to self-love. A mixed media approach amplifies their diversity and the film subverts taboos along the way, heroing oysters, juicy fruits, embracing the much-shamed camel-toe, encouraging self-exploration, and even Barbie makes a cameo, outraged she doesn’t have a vulva. Scenes within the film set up further activations: vulva mirrors, origami books, GIFS in social, educational content online from ‘The Wonder Down Under’ authors, print ads tackling the causes and consequences of genital shame, giant vulva murals in public toilets to tackle the gender graffiti imbalance, and a ‘designer vagina’ fashion bursary to celebrate vulvas and wear them with pride. Describe the results/impact Released in Scandinavia and the UK, the campaign immediately received praise around the world, from the US to India. With £0 media support, the brand video has garnered over 5 million organic views in under 2 weeks. And despite being novel and ground-breaking in subject and approach, 96% of all social comments on the campaign have been positive. The brand video has smashed all benchmarks in brand engagement and interest, with over half of women reporting that the video sets the brand apart in the intimate care category – over double the norm (Ipsos Dec. 2018). Sales reflect the impact: from 0% to 33% market share in the Nordics in under 2 months
Viva La Vulva
案例简介：背景 2018年，以时期产品而闻名的Bodyform/Libresse扩展到时期产品。 除了告诉女性该怎么做 (“适合你的私密区域的肥皂”)，增强对闻起来不好的恐惧，或者像破损的汽车一样对待女性的解剖结构，需要穿着白大褂的严肃的 “亲密专家”，在过去的几十年中，亲密护理类别并没有达到很高的水平。 尽管是新进入者，但我们希望成为急需的灯塔，并打破耻辱的循环。 在2017-2018年，我们的运动 # Bloodnormal是一项违反禁令，打破禁忌和推动边界的运动，重新定义了时期护理类别，并因打破了父权制的污名而受到全球赞誉。 我们希望将相同的同理心，相同的禁忌精神和相同的品牌目的带到亲密护理中，向女性展示我们对她们以及她们的外阴有多关心。 描述您所在地区的文化/社会/政治气候以及在此背景下您的竞选活动的重要性 我们所有的研究 (学术研究，文章，书籍，quant研究…) 都指向相同的诊断。 女性生殖器周围历史悠久的禁忌和禁忌的有毒鸡尾酒，再加上最近的色情文化 (其中大多数外阴被显示为整洁的无毛槽)，对完美的外阴产生了不健康的追求。 结果，几乎有一半的女性因为外阴而感到尴尬，7/10不知道正常的样子，越来越多的人讨厌阴唇成形术是世界上发展最快的整容手术 (这种手术也被称为 “设计师阴道”，目的是切断突出的小阴唇，使外阴看起来 “更光滑”)，太多的人出于尴尬而避免宫颈癌测试。 女孩天生并不为自己的身体感到羞耻。但是，社会和文化以某种方式对女性的身体进行了如此的禁忌和客观化，使女性失去了对生殖器的所有权，并使她们充满了无知和自我厌恶。 为了向女性展示我们对她们的外阴有多关心，我们将直面这个问题。不休克。而是为了收回骄傲和所有权。这种方法对于广告来说是全新的和进步的，但没有什么是免费的。 描述创意 没有一个完美的外阴。有几十亿。 因此，我们将通过混合媒体，多渠道的方法展示美丽的外阴，与数十名女性艺术家合作，为女性形式创造一种新的视觉语言。 我们将为女性的外阴创作一首庆祝国歌-一首情歌，献给我们中没有得到足够爱的一部分。而且，我们将在此过程中解决阴户周围的多种禁忌，以自豪的方式与耻辱作斗争。世界在围绕这个问题跳舞。所以我们决定让它唱歌。 然后，我们将从电影中向外扩展，在文化中尽可能多的不同地方放置尽可能多的不同外阴。 描述策略 我们发现的所有报告和研究都是一致的: 除非女性暴露于真正的外阴多样性并鼓励她们看自己的外阴，否则她们会继续对自己的外阴感到焦虑和不满。 “即使在具有相对积极的生殖器自我形象的年轻女性中，暴露于各种自然外阴的照片也会对生殖器自我形象产生积极影响”。(心身妇产科2016杂志)。 就像代表时期的血腥挑战禁忌一样，我们将面对代表外阴的禁忌，以推翻悠久的耻辱和客观化历史。我们将庆祝外阴的多样性，以帮助女性与自己的身体保持和平。 描述执行情况 在Viva La Vulva的核心是一个嘴唇同步的音乐视频，它带有扭曲-数百种形状和颜色的vulvas，所有人都为爱她们的女性大声歌唱并感到自豪，颠覆了Camille Yarborough的标志性 “接受y praise” 曲目成为女权主义的自爱国歌。 混合媒体的方式扩大了他们的多样性，电影颠覆了一路上的禁忌，牡蛎，多汁的水果，拥抱羞愧的骆驼脚趾，鼓励自我探索，甚至芭比娃娃也客串，激怒了她没有外阴。 电影中的场景进一步激活: 外阴镜子，折纸书籍，社交gif，来自 “the Wonder Down under” 作者的在线教育内容，解决生殖器羞耻的原因和后果的平面广告，公共厕所中的巨型外阴壁画解决性别涂鸦失衡，以及 “设计师阴道” 时尚助学金，以庆祝外阴并自豪地穿着它们。 描述结果/影响 该运动在斯堪的纳维亚半岛和英国发布，立即受到了从美国到印度的世界各地的赞誉。在0的媒体支持下，该品牌视频在不到2周的时间内获得了500万多个有机观看次数。尽管在主题和方法上新颖且具有开创性，但对该运动的所有社会评论96% 都是积极的。该品牌视频打破了品牌参与度和兴趣方面的所有基准，超过一半的女性报告说，该视频使该品牌在亲密护理类别中脱颖而出-超过标准的两倍 (Ipsos 2018年12月)。销售反映了影响: 在不到2个月的时间内，从0% 到33% 在北欧的市场份额
Viva La Vulva
案例简介：Background In 2018, Bodyform/Libresse, better known for period products, expanded beyond periods into caring products. Apart from telling women what to do (“the right soap for your intimate area”), reinforcing fears of smelling bad or treating women’s anatomy like broken cars that needed serious “intimate experts” wearing white coats, the intimate care category hadn’t been up to much in the last few decades. Despite being a new entrant, we wanted to be the much-needed lighthouse and break the cycle of shame. In 2017-2018, our campaign #Bloodnormal had been a ban-defying, taboo-breaking and boundary pushing campaign that had redefined the period care category and had been praised globally for breaking the patriarchal stigma around periods. We wanted to bring the same empathy, the same taboo-breaking spirit and the same brand purpose to intimate care, to show women how much we cared about them – and about their vulvas. Describe the cultural/social/political climate in your region and the significance of your campaign within this context All our research (academic studies, articles, books, quant research…) pointed towards the same diagnosis. A toxic cocktail of historical prudery and taboos around women’s genitals, combined with the recent explosion of porn culture (where most vulvas have been shown as neat hairless slots) had created an unhealthy quest for the perfect vulva. As a result, almost half of women are embarrassed by their vulva, 7/10 don’t know what normal looks like, an increasing number hate the way it looks to the point that labiaplasty is the fastest growing cosmetic surgery in the world (a surgery also called “designer vagina” to cut off the protruding labia minora to make the vulva look “sleeker”), and too many avoid cervical cancer tests out of embarrassment. Girls aren’t born feeling ashamed of their bodies. But somehow, society and culture carry such taboos and objectification of women’s bodies that they make women lose ownership of their genitals and fill them with ignorance and self-loathing. To show women how much we cared about their vulvas, we’d confront the issue head on. Not to shock. But to reclaim pride and ownership. This approach was completely new and progressive for advertising but nothing about it was gratuitous. Describe the creative idea There’s no one perfect vulva. There are billions. So we’d show a beautiful diversity of vulvas through a mixed media, multi-channel approach, working with dozens of female artists to create a new visual language for the female form. We’d create a celebratory anthem to women’s vulvas – a love song to a part of us that doesn’t get enough love. And we’d tackle multiple taboos around the vulva along the way, fighting shame with pride. The world was dancing around the issue. So we decided to make it sing. Then we’d expand outwards from the film, putting as many different vulvas as possible in as many different places in culture as possible. Describe the strategy All the reports and research we found were consistent: unless women were exposed to the real diversity of vulvas and encouraged to look at their own vulva, they’d carry on feeling anxiety and dissatisfaction with their own. And “even in young women with a relatively positive genital self-image, exposure to pictures of a large variety of natural vulvas positively affects genital self-image”. (Journal of Psychosomatic Obstetrics and Gynaecology 2016). Just like Bloodnormal challenged taboos around representing periods, we’d confront taboos around representing vulvas in order to overturn a long history of shame and objectification. And we’d celebrate vulvas in all their diversity to help women be at peace with their own bodies. Describe the execution At the heart of Viva La Vulva is a lip-sync music video that with a twist – hundreds of vulvas of every shape and colour, all singing loud and proud to the women who love them back, subverting Camille Yarborough’s iconic ‘Take Yo Praise’ track into a feminist anthem to self-love. A mixed media approach amplifies their diversity and the film subverts taboos along the way, heroing oysters, juicy fruits, embracing the much-shamed camel-toe, encouraging self-exploration, and even Barbie makes a cameo, outraged she doesn’t have a vulva. Scenes within the film set up further activations: vulva mirrors, origami books, GIFS in social, educational content online from ‘The Wonder Down Under’ authors, print ads tackling the causes and consequences of genital shame, giant vulva murals in public toilets to tackle the gender graffiti imbalance, and a ‘designer vagina’ fashion bursary to celebrate vulvas and wear them with pride. Describe the results/impact Released in Scandinavia and the UK, the campaign immediately received praise around the world, from the US to India. With £0 media support, the brand video has garnered over 5 million organic views in under 2 weeks. And despite being novel and ground-breaking in subject and approach, 96% of all social comments on the campaign have been positive. The brand video has smashed all benchmarks in brand engagement and interest, with over half of women reporting that the video sets the brand apart in the intimate care category – over double the norm (Ipsos Dec. 2018). Sales reflect the impact: from 0% to 33% market share in the Nordics in under 2 months
女阴万岁
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Viva La Vulva
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基本信息
- 广告战役： #ESSITY-影视-9416#
- 广告品牌： Essity
- 发布日期： 2000
- 行业领域： 个人护理 , 日用品/母婴
- 媒体类别： 微电影
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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