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女阴万岁
案例简介：挑战的解释 (投票30%) Libresse (ESSITY) 是全球挑战者品牌 (#6)，以其定期护理产品而闻名。 为了保持成长并与处于衰退期护理类别的女性保持联系，ESSITY在8号厨房创新战略顾问的支持下，决定扩展为女性亲密领域提供更广泛的产品。 亲密护理是全球女性护理领域增长最快的部分，拥有坚实的历史参与者和许多新进入者。 从周期开始，我们如何才能强大地进入类别？ 我们无法在历史上竞争。但是我们可以通过同理心竞争。 我们的品牌平台Live Fearless就是打破禁忌，使女性在经期时退缩。 2016，我们解决了运动时期的禁忌，向女运动员展示了流血-这是该类别中的历史第一，并为女性提供了急需的破坏神话的内容，以使其在运动期间继续运动。 2017年，我们对Bloodnormal进行了更大的打击，Bloodnormal是一项违反禁令，打破禁忌和突破边界的运动，重新定义了其类别。它为该品牌赢得了相当大的声誉，并因打破父权制的污名而受到全球赞誉。 为了有机会，我们必须将对女性现实的理解带入亲密护理中。 洞察力/突破性思维 (投票30%) 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，但我们必须成为急需的灯塔，并打破耻辱的循环。 我们做了大量的阅读 -- 从学术研究到文章到书籍，并在几个国家进行了定量研究。我们到处看，诊断都是一样的: 对完美阴道的追求是不健康的，几乎一半的女性因外阴而感到尴尬，越来越多的人讨厌阴唇整形是世界上发展最快的整容手术。 色情文化的爆炸式增长加剧了这种有毒的追求-大多数外阴被显示为整洁，无毛的插槽-加上极度的无知-这是由社会上的耻辱和对女性生殖器的审查所滋生的。 很明显，为了向女性展示我们对她们的外阴有多关心，我们不得不推翻悠久的耻辱和客观化历史。 创意 (投票20%) 我们决定炸毁完美外阴的神话。 Viva La Vulva是一个以其核心为核心的运动，是一个带有扭曲的口型同步音乐视频: 它展示了各种形状和颜色的美丽多样的外阴，为热爱它们的女性大声歌唱并感到自豪。 由Camille Yarbrough创作的标志性曲目 “接受赞美”，该曲目已被颠覆为女权主义的自爱国歌，每一行都充满了情感和感觉，使阴户栩栩如生。 它颠覆了数十种禁忌，壮烈的牡蛎，海螺壳，多汁的水果，纸杯蛋糕，唤起了出生，衰老，臭名昭著的骆驼脚趾，女性经常为此感到羞耻，我们甚至看到芭比娃娃突然冒出来，焦急地寻找她的生殖器。 重要的是，它显示了女性对这个问题，羞耻，无知和收回自己的身体的开放。 因为唯一不完美的外阴是被沉默和忽视的外阴。 结果/结果 (投票20%) 这场运动只是刚刚开始，但最初的结果非常有希望: 该运动在斯堪的纳维亚半岛发布，立即在世界范围内受到赞誉，从美国到英国再到印度。 在0英镑的媒体支持下，这部电影迅速获得了500万多个有机观点，并对社交96% 了积极的评论。 它打破了所有品牌指标，包括 “品牌在类别中似乎有所不同” -- 超过了标准的两倍 (益普索2018年12月)。 在整个活动期间，我们看到Libresse从未销售过的产品在发布，达到或超过目标时立即出现销售增长。 发布5周后，Libresse湿巾已经获得了长足的发展，市场份额达到了33%-对于亲密护理的新进入者来说还不错。(尼尔森数据，2018年12月)。 最重要的是，万岁获得在世界上的生存权是与媒体所有者的一场非常艰苦的战斗 (请参阅机密部分)。 陪审团的文化/上下文信息 (150字) 围绕女性生殖器的历史谨慎和审查制度的有毒鸡尾酒，以及最近的色情片爆炸，迫使年轻女性相信她们的生殖器应该以某种方式出现: “完美” 外阴的神话 从历史上看，亲密护理类别是如此的临床和委婉，以至于它强加了这些禁忌-许多妇女在羞耻地购买和使用产品，就像一个肮脏的秘密。 结果，几乎一半的女性 (44%) 承认自己感到emba由于外阴的困扰，许多女性忽略了正常的样子 (7/10)，要求 “设计师阴道” (阴唇成形术是世界上发展最快的整容手术)，数百万人因为尴尬而避免了宫颈癌测试，危及健康。 我们着手拆除该类别的惯例，并炸毁完美外阴的神话。所有这些都表明只有一个完美的外阴: 你的。
女阴万岁
案例简介：The Interpretation of the Challenge (30% of vote ) Libresse (ESSITY) is a global challenger brand (#6) known for its period care offering. In order to keep on growing and stay relevant to women in a declining period care category, ESSITY, with the support of innovation strategy consultants at Kitchen 8, decided to expand into a broader offering of products for women’s intimate area. Intimate care was the fastest growing segment in Feminine care globally, with solid historical players and many new entrants. Coming from periods, how could we enter the category powerfully? We couldn’t compete on history. But we could compete through empathy. Our brand platform, Live Fearless, was all about breaking taboos that hold women back when it comes to periods. 2016, we tackled the taboo of periods in sports, showing sportswomen bleeding – a historical first in the category, and provided much-needed myth-busting content for women to keep exercising during their periods. In 2017, we hit even harder with Bloodnormal, a ban-defying, taboo-breaking and boundary pushing campaign that redefined its category. It drove a considerable amount of fame for the brand, praised globally for breaking the patriarchal stigma around periods. To stand a chance, we had to bring our understanding of women’s reality to intimate care. The Insight / Breakthrough Thinking (30% of vote ) 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 had to be the much-needed lighthouse and break the cycle of shame. We did a lot of reading – from academic studies to articles to books, and conducted quantitative research in several countries. Everywhere we looked, the diagnosis was the same: There is an unhealthy quest for the perfect vagina, with almost half of women embarrassed by their vulva and an increasing number hating the way it looked to the point that labiaplasty was the fastest growing cosmetic surgery in the world. The toxic quest is fuelled by the explosion of porn culture – where most vulvas have been shown as neat, hairless slots – combined with abysmal ignorance – which is bred by societal shame and censorship around women’s genitals. It was clear that to show women how much we cared about their vulvas, we had to overturn a long history of shame and objectification. The Creative Idea (20% of vote ) We decided to dynamite the myth of the perfect vulva. Viva La Vulva is a campaign with at its heart, a lip-sync music video with a twist: It shows a beautiful diversity of vulvas of every shape and colour singing loud and proud to the women who love them. Set to the iconic track ‘Take Yo’ Praise’ by Camille Yarbrough, which has been subverted to become a feminist self-love anthem, every line is delivered with emotion and feeling that brings that vulva to life. It subverted dozens of taboos, heroing oysters, conch shells, juicy fruits, cupcakes, evokes birth, ageing, the infamous camel-toe that women get regularly shamed for, and we even see Barbie popping up, anxiously looking for her genitals. Importantly, it showed women opening up about the issue, the shame, the ignorance and reclaiming their bodies. Because the only imperfect vulva is the vulva that is silenced and ignored. The Outcome / Results (20% of vote) The campaign is only at its beginnings but first results are very promising: Released in Scandinavia, the campaign immediately got praised around the world, from the US to UK to India. With £0 media support, the film quickly reached over 5 million organic views and 96% positive comments on social. It smashed all brand metrics, including “brand seem different in the category” – over double the norm (Ipsos Dec. 2018). And we saw an immediate sales uplift at launch, meeting or surpassing targets across the campaign period, with products Libresse had never sold before. 5 weeks after the launch, Libresse wipes already gained significant ground with market share reaching 33% – not bad for a new entrant in intimate care. (Nielsen data, Dec. 2018). Not least of all, Viva La Vulva gaining the right to exist in the world was a very hard battle with media owners (see confidential section). Cultural/Context Information for the Jury (150 words) A toxic cocktail of historical prudery and censorship around women’s genitals, and the recent explosion of porn, have pressurised young women to believe their genitals should look a certain way: the myth of the ‘perfect’ vulva The intimate care category had historically been so clinical and euphemistic that it enforced these taboos - many women bought and used the products in shame, like a dirty secret. As a result, almost half of women (44%) admit they feel embarrassed by their vulva, many women ignore what normal looks like (7/10), demand a ‘designer vagina’ (labioplasty is the fastest growing cosmetic surgery in the world), and millions avoid cervical cancer tests over embarrassment, putting their health at stake. We set out to demolish the conventions of the category and dynamite the myth of the perfect vulva. All to show that there’s only one perfect vulva: Yours.
Viva La Vulva
案例简介：挑战的解释 (投票30%) Libresse (ESSITY) 是全球挑战者品牌 (#6)，以其定期护理产品而闻名。 为了保持成长并与处于衰退期护理类别的女性保持联系，ESSITY在8号厨房创新战略顾问的支持下，决定扩展为女性亲密领域提供更广泛的产品。 亲密护理是全球女性护理领域增长最快的部分，拥有坚实的历史参与者和许多新进入者。 从周期开始，我们如何才能强大地进入类别？ 我们无法在历史上竞争。但是我们可以通过同理心竞争。 我们的品牌平台Live Fearless就是打破禁忌，使女性在经期时退缩。 2016，我们解决了运动时期的禁忌，向女运动员展示了流血-这是该类别中的历史第一，并为女性提供了急需的破坏神话的内容，以使其在运动期间继续运动。 2017年，我们对Bloodnormal进行了更大的打击，Bloodnormal是一项违反禁令，打破禁忌和突破边界的运动，重新定义了其类别。它为该品牌赢得了相当大的声誉，并因打破父权制的污名而受到全球赞誉。 为了有机会，我们必须将对女性现实的理解带入亲密护理中。 洞察力/突破性思维 (投票30%) 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，但我们必须成为急需的灯塔，并打破耻辱的循环。 我们做了大量的阅读 -- 从学术研究到文章到书籍，并在几个国家进行了定量研究。我们到处看，诊断都是一样的: 对完美阴道的追求是不健康的，几乎一半的女性因外阴而感到尴尬，越来越多的人讨厌阴唇整形是世界上发展最快的整容手术。 色情文化的爆炸式增长加剧了这种有毒的追求-大多数外阴被显示为整洁，无毛的插槽-加上极度的无知-这是由社会上的耻辱和对女性生殖器的审查所滋生的。 很明显，为了向女性展示我们对她们的外阴有多关心，我们不得不推翻悠久的耻辱和客观化历史。 创意 (投票20%) 我们决定炸毁完美外阴的神话。 Viva La Vulva是一个以其核心为核心的运动，是一个带有扭曲的口型同步音乐视频: 它展示了各种形状和颜色的美丽多样的外阴，为热爱它们的女性大声歌唱并感到自豪。 由Camille Yarbrough创作的标志性曲目 “接受赞美”，该曲目已被颠覆为女权主义的自爱国歌，每一行都充满了情感和感觉，使阴户栩栩如生。 它颠覆了数十种禁忌，壮烈的牡蛎，海螺壳，多汁的水果，纸杯蛋糕，唤起了出生，衰老，臭名昭著的骆驼脚趾，女性经常为此感到羞耻，我们甚至看到芭比娃娃突然冒出来，焦急地寻找她的生殖器。 重要的是，它显示了女性对这个问题，羞耻，无知和收回自己的身体的开放。 因为唯一不完美的外阴是被沉默和忽视的外阴。 结果/结果 (投票20%) 这场运动只是刚刚开始，但最初的结果非常有希望: 该运动在斯堪的纳维亚半岛发布，立即在世界范围内受到赞誉，从美国到英国再到印度。 在0英镑的媒体支持下，这部电影迅速获得了500万多个有机观点，并对社交96% 了积极的评论。 它打破了所有品牌指标，包括 “品牌在类别中似乎有所不同” -- 超过了标准的两倍 (益普索2018年12月)。 在整个活动期间，我们看到Libresse从未销售过的产品在发布，达到或超过目标时立即出现销售增长。 发布5周后，Libresse湿巾已经获得了长足的发展，市场份额达到了33%-对于亲密护理的新进入者来说还不错。(尼尔森数据，2018年12月)。 最重要的是，万岁获得在世界上的生存权是与媒体所有者的一场非常艰苦的战斗 (请参阅机密部分)。 陪审团的文化/上下文信息 (150字) 围绕女性生殖器的历史谨慎和审查制度的有毒鸡尾酒，以及最近的色情片爆炸，迫使年轻女性相信她们的生殖器应该以某种方式出现: “完美” 外阴的神话 从历史上看，亲密护理类别是如此的临床和委婉，以至于它强加了这些禁忌-许多妇女在羞耻地购买和使用产品，就像一个肮脏的秘密。 结果，几乎一半的女性 (44%) 承认自己感到emba由于外阴的困扰，许多女性忽略了正常的样子 (7/10)，要求 “设计师阴道” (阴唇成形术是世界上发展最快的整容手术)，数百万人因为尴尬而避免了宫颈癌测试，危及健康。 我们着手拆除该类别的惯例，并炸毁完美外阴的神话。所有这些都表明只有一个完美的外阴: 你的。
Viva La Vulva
案例简介：The Interpretation of the Challenge (30% of vote ) Libresse (ESSITY) is a global challenger brand (#6) known for its period care offering. In order to keep on growing and stay relevant to women in a declining period care category, ESSITY, with the support of innovation strategy consultants at Kitchen 8, decided to expand into a broader offering of products for women’s intimate area. Intimate care was the fastest growing segment in Feminine care globally, with solid historical players and many new entrants. Coming from periods, how could we enter the category powerfully? We couldn’t compete on history. But we could compete through empathy. Our brand platform, Live Fearless, was all about breaking taboos that hold women back when it comes to periods. 2016, we tackled the taboo of periods in sports, showing sportswomen bleeding – a historical first in the category, and provided much-needed myth-busting content for women to keep exercising during their periods. In 2017, we hit even harder with Bloodnormal, a ban-defying, taboo-breaking and boundary pushing campaign that redefined its category. It drove a considerable amount of fame for the brand, praised globally for breaking the patriarchal stigma around periods. To stand a chance, we had to bring our understanding of women’s reality to intimate care. The Insight / Breakthrough Thinking (30% of vote ) 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 had to be the much-needed lighthouse and break the cycle of shame. We did a lot of reading – from academic studies to articles to books, and conducted quantitative research in several countries. Everywhere we looked, the diagnosis was the same: There is an unhealthy quest for the perfect vagina, with almost half of women embarrassed by their vulva and an increasing number hating the way it looked to the point that labiaplasty was the fastest growing cosmetic surgery in the world. The toxic quest is fuelled by the explosion of porn culture – where most vulvas have been shown as neat, hairless slots – combined with abysmal ignorance – which is bred by societal shame and censorship around women’s genitals. It was clear that to show women how much we cared about their vulvas, we had to overturn a long history of shame and objectification. The Creative Idea (20% of vote ) We decided to dynamite the myth of the perfect vulva. Viva La Vulva is a campaign with at its heart, a lip-sync music video with a twist: It shows a beautiful diversity of vulvas of every shape and colour singing loud and proud to the women who love them. Set to the iconic track ‘Take Yo’ Praise’ by Camille Yarbrough, which has been subverted to become a feminist self-love anthem, every line is delivered with emotion and feeling that brings that vulva to life. It subverted dozens of taboos, heroing oysters, conch shells, juicy fruits, cupcakes, evokes birth, ageing, the infamous camel-toe that women get regularly shamed for, and we even see Barbie popping up, anxiously looking for her genitals. Importantly, it showed women opening up about the issue, the shame, the ignorance and reclaiming their bodies. Because the only imperfect vulva is the vulva that is silenced and ignored. The Outcome / Results (20% of vote) The campaign is only at its beginnings but first results are very promising: Released in Scandinavia, the campaign immediately got praised around the world, from the US to UK to India. With £0 media support, the film quickly reached over 5 million organic views and 96% positive comments on social. It smashed all brand metrics, including “brand seem different in the category” – over double the norm (Ipsos Dec. 2018). And we saw an immediate sales uplift at launch, meeting or surpassing targets across the campaign period, with products Libresse had never sold before. 5 weeks after the launch, Libresse wipes already gained significant ground with market share reaching 33% – not bad for a new entrant in intimate care. (Nielsen data, Dec. 2018). Not least of all, Viva La Vulva gaining the right to exist in the world was a very hard battle with media owners (see confidential section). Cultural/Context Information for the Jury (150 words) A toxic cocktail of historical prudery and censorship around women’s genitals, and the recent explosion of porn, have pressurised young women to believe their genitals should look a certain way: the myth of the ‘perfect’ vulva The intimate care category had historically been so clinical and euphemistic that it enforced these taboos - many women bought and used the products in shame, like a dirty secret. As a result, almost half of women (44%) admit they feel embarrassed by their vulva, many women ignore what normal looks like (7/10), demand a ‘designer vagina’ (labioplasty is the fastest growing cosmetic surgery in the world), and millions avoid cervical cancer tests over embarrassment, putting their health at stake. We set out to demolish the conventions of the category and dynamite the myth of the perfect vulva. All to show that there’s only one perfect vulva: Yours.
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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