ADC Awards

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2019 ADC Awards - Advertising

Viva La Vulva

Agency AMV BBDO / London

Client Essity
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Annual ID

ADC_ADV19030S

About the Work

“Viva La Vulva” was born to challenge this gap in truthful and positive representations of women’s genitals. A classic lip sync music video with a twist, featuring singing vulvas in every shape size and colour, from oysters to conch shells, puppets, button holes, cupcakes, origami, purses and plenty more. And the women who love them - from young women to new mothers to older post-menopausal women. The campaign has been created to foster a more open culture where women can feel proud of what they have, can feel ok about talking about their genitals and can care for it without feeling ashamed. Because quite simply, if we can’t have a positive, unashamed relationship with the most intimate part of our body, we can’t have a positive relationship with ourselves. As the Camille Yarborough track goes: ‘You make me feel like a woman, I’m so glad your mine’