Libresse是北欧Essity专注于关爱女性的品牌,曾在2017年通过#bloodnormal运动打破禁忌:流行文化中几乎不会提到月经,但它倡导女性正视自己的“姨妈”,并不要觉得如此行为是羞耻的。
同样,在去年,Essity与创意机构AMV BBDO伦敦合作,在瑞典和丹麦发布了一支名为《Viva La Vulva》(阴户万岁)的视频,视频中以各种优雅美丽的物体代替女性的生殖器,歌颂女性这一伟大的器官并且摒弃女性在生殖器官方面的不自信和羞耻感,打破不安全感和刻板印象。并借此活动推出Libresse V-Care™亲密系列产品,为女性提供一系列温和的洗涤方案,以健康温和的方式护理好“她”。
当提及女性生殖器时,很多人都“谈性色变”。事实上,这是女性最宝贵最亲密的器官,只有她们自己了解自己的生殖器。据调查,由于不够了解或其本身的异味、外形等,女性对自己的生殖器是不满或羞于启齿的,闭口不谈的后果就是很多健康问题常常被忽视。
所以广告片中用形似女性生殖器的物体代替”她“,无论是海螺、玩偶、折纸、水果,还是穿着相似形状衣服的女人。他们是多样的、温和的、易于接受的表达方式。
通过此次活动,Libresse希望为更加开放的文化做出贡献,让女性能够为自己拥有的东西感到骄傲,对于谈论自己的生殖器感到满意,并且可以在护理自己的时候并不以此为耻。因为很简单,如果女性不能与身体最亲密的部分建立积极、不会感到羞耻尴尬的关系,她们就无法与自己建立积极的关系。
用Libresse V-Care™亲密系列,给女性健康和温和的亲密护理。
Advertising Agency:AMVBBDO
Executive Creative Directors:Alex Grieve and Adrian Rossi
Creative Directors:Toby Allen and Jim Hilson
Chief Creative Officer:Paul Brazier
Art Director:Diego Cardoso de Oliveira
Copywriter:Caio Giannella
Agency Producers:Edwina Dennison and Nikki Gherardi
Production Company:Somesuch
Director:Kim Gehrig
Producers:Lee Groombridge and Seth Wilson
Cinematographer:Deepa Keshvala
Production Manager:Sarah Gardner
Production Designer:Marie Lanna
Hair, Makeup and Prosthetics:Eve Coles
Casting Director:Leanne Flinn
Costume Wardrobe:Vanessa Coyle
Animation Company:Time Based Arts
Animation Company Director:François Roisin
Animation Company Producer:Jo Gutteridge
Head Of VFX:Stephen Grasso
Lead 3D Artists:Ben Cantor and Dave Loh
Editing Company:Trim Editing
Editor:Elise Butt
Post Production Company:Time Based Arts
Colourist:Simone Grattarola
Audio Company:750mph
Sound Designer:Sam Ashwell
Audio Producers:Peter Raeburn, Luke Fabia and Luis Almau at Soundtree Music
Music Supervision:Jay James, Hils Macdonald and Tom Kitson at Soundtree Music
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