Bodyform/Libresse: Viva La Vulva

Libresse, a brand of feminine hygiene products, increased market share in Scandinavia by launching Viva La Vulva, a lip-sync video that encouraged women to love their vulvas.

Executive Summary

'Your cupcakes are too erotic...'

When we started working on launching the new range of intimate products for Libresse, little did we know that this would be the kind of epic battles we've have with media owners. Having said that, after the fight to normalise periods with Bloodnormal, we had braced ourselves. Because, when you break taboos, you push boundaries in unexpected ways.

The story of Viva La Vulva is the story of how, when the world either over-sexualised or purified women's bodies, we fought and fought to address them in a respectful, empowering way. Our work was...

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