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女阴万岁
案例简介：为什么这项工作与娱乐相关？ 我们年轻的女性观众对广告持怀疑态度。尤其是高度个人化的亲密护理范畴。所以我们没有卖给他们，而是招待了他们。 竞争对手坚持使用功能超强的产品广告，我们制作了全长音乐视频-女性形式的欢乐国歌，其中有数百名vulvas大声唱歌，并为那些爱他们的女性感到自豪。 混合媒体和文化接触点，从标志性的70年代曲目，到插图，折纸，纸杯蛋糕，时尚，动画阴蒂和唱歌骆驼脚趾，它庆祝外阴和颠覆了关于它们的禁忌，证明你可以有目的地娱乐。 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”，在过去的几十年里，亲密护理类别并没有达到太多。 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。 描述创意 我们创造了一种娱乐方式，使女性对自己的外阴感到不好，而不是使女性对自己的外阴感到不好的功能性产品广告。 万岁女阴是女性女阴的庆祝国歌-如果全世界都在围绕这个问题跳舞，我们决定让它唱歌。 它通过混合媒体方法显示出美丽的外阴多样性，所有这些都表明没有一个完美的外阴。有数十亿。 它解决了阴户周围许多根深蒂固的禁忌，以自豪的方式与耻辱作斗争。 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 Vava La Vulva是我们中没有得到足够爱的一部分的情歌。 这是一段由Camille Yarbrough创作的标志性曲目 “带上yo'praise”，是一段带有扭曲的嘴唇同步音乐视频，其中包含数百种形状和颜色的外阴，所有人都为同样多元化的爱她们的女性大声歌唱并感到自豪。 这部电影颠覆了外阴途中的多个禁忌: 庆祝海螺壳，凌乱的牡蛎，多汁的水果，拥抱被羞辱的骆驼脚趾，甚至芭比娃娃都客串了，激怒了她没有外阴。 这部电影在演员的幕后采访中结束，公开了这个问题，耻辱，无知和收回他们的身体。 描述结果 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英镑的媒体支持下，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：Why is this work relevant for Entertainment? Our young female audience are sceptical of advertising. Especially in the highly personal intimate care category. So instead of selling to them, we entertained them. Competitors were persisting with super functional product ads, we created a full-length music video – a joyful anthem to the female form, featuring hundreds of vulvas singing loud and proud to the women who love them back. Mixing media and cultural touchpoints, from an iconic 70s track, to illustration, origami, cupcakes, fashion, an animated clitoris and singing cameltoes, it celebrates vulvas and subverts taboos about them the same breath, proving you can entertain with purpose. 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 creative idea Instead of functional product ads that made women feel bad about their vulvas, we created a piece of entertainment that made women feel good about them. Viva La Vulva is a celebratory anthem to women’s vulvas – if the world was dancing around the issue, we decided to make it sing. It shows a beautiful diversity of vulvas through a mixed media approach, all to show there’s no one perfect vulva. There are billions. And it tackles multiple ingrained taboos around the vulva along the way, fighting shame with pride. 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 Viva La Vulva is a love song to a part of us that doesn’t get enough love. Set to the iconic track ‘Take Yo’ Praise’ by Camille Yarbrough, it’s a lip-sync music video with a twist, featuring hundreds of vulvas of every shape and colour, all singing loud and proud to the equally diverse women who love them back. The film subverts multiple taboos around the vulva on the way: celebrating conch shells, messy oysters, juicy fruits, embracing the much-shamed camel-toe, and even Barbie makes a cameo, outraged she doesn’t have a vulva. The film ends on behind the scene interviews of the cast, opening up about the issue, the shame, the ignorance and reclaiming their bodies. Describe the outcome 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：为什么这项工作与娱乐相关？ 我们年轻的女性观众对广告持怀疑态度。尤其是高度个人化的亲密护理范畴。所以我们没有卖给他们，而是招待了他们。 竞争对手坚持使用功能超强的产品广告，我们制作了全长音乐视频-女性形式的欢乐国歌，其中有数百名vulvas大声唱歌，并为那些爱他们的女性感到自豪。 混合媒体和文化接触点，从标志性的70年代曲目，到插图，折纸，纸杯蛋糕，时尚，动画阴蒂和唱歌骆驼脚趾，它庆祝外阴和颠覆了关于它们的禁忌，证明你可以有目的地娱乐。 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”，在过去的几十年里，亲密护理类别并没有达到太多。 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。 描述创意 我们创造了一种娱乐方式，使女性对自己的外阴感到不好，而不是使女性对自己的外阴感到不好的功能性产品广告。 万岁女阴是女性女阴的庆祝国歌-如果全世界都在围绕这个问题跳舞，我们决定让它唱歌。 它通过混合媒体方法显示出美丽的外阴多样性，所有这些都表明没有一个完美的外阴。有数十亿。 它解决了阴户周围许多根深蒂固的禁忌，以自豪的方式与耻辱作斗争。 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 Vava La Vulva是我们中没有得到足够爱的一部分的情歌。 这是一段由Camille Yarbrough创作的标志性曲目 “带上yo'praise”，是一段带有扭曲的嘴唇同步音乐视频，其中包含数百种形状和颜色的外阴，所有人都为同样多元化的爱她们的女性大声歌唱并感到自豪。 这部电影颠覆了外阴途中的多个禁忌: 庆祝海螺壳，凌乱的牡蛎，多汁的水果，拥抱被羞辱的骆驼脚趾，甚至芭比娃娃都客串了，激怒了她没有外阴。 这部电影在演员的幕后采访中结束，公开了这个问题，耻辱，无知和收回他们的身体。 描述结果 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英镑的媒体支持下，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：Why is this work relevant for Entertainment? Our young female audience are sceptical of advertising. Especially in the highly personal intimate care category. So instead of selling to them, we entertained them. Competitors were persisting with super functional product ads, we created a full-length music video – a joyful anthem to the female form, featuring hundreds of vulvas singing loud and proud to the women who love them back. Mixing media and cultural touchpoints, from an iconic 70s track, to illustration, origami, cupcakes, fashion, an animated clitoris and singing cameltoes, it celebrates vulvas and subverts taboos about them the same breath, proving you can entertain with purpose. 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 creative idea Instead of functional product ads that made women feel bad about their vulvas, we created a piece of entertainment that made women feel good about them. Viva La Vulva is a celebratory anthem to women’s vulvas – if the world was dancing around the issue, we decided to make it sing. It shows a beautiful diversity of vulvas through a mixed media approach, all to show there’s no one perfect vulva. There are billions. And it tackles multiple ingrained taboos around the vulva along the way, fighting shame with pride. 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 Viva La Vulva is a love song to a part of us that doesn’t get enough love. Set to the iconic track ‘Take Yo’ Praise’ by Camille Yarbrough, it’s a lip-sync music video with a twist, featuring hundreds of vulvas of every shape and colour, all singing loud and proud to the equally diverse women who love them back. The film subverts multiple taboos around the vulva on the way: celebrating conch shells, messy oysters, juicy fruits, embracing the much-shamed camel-toe, and even Barbie makes a cameo, outraged she doesn’t have a vulva. The film ends on behind the scene interviews of the cast, opening up about the issue, the shame, the ignorance and reclaiming their bodies. Describe the outcome 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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