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Case Study: Viva La Vulva

Using craft to break down taboos

A brief to bring a challenger brand into a new market segment resulted in a lip-synch film like no other, and a D&AD Black Pencil for Director Kim Gehrig. Here, AMVBBDO Executive Creative Directors Toby Allen and Jim Hilson, and Strategy Director Margaux Revol reveal the story behind the iconic advertising campaign film, Viva La Vulva.


AMVBBDO had started working with period care brand Libresse in 2013, creating the platform ‘Live Fearless’, as a rallying cry for women to not let periods hold them back. The breakthrough moment for this relationship was ‘Bloodnormal’: a ban-defying, taboo-breaking and boundary-pushing campaign that won a D&AD White Pencil in 2017.

Following the campaign’s global success, both the brand and agency had appetite for more, as the AMVBBDO team explain, “We could have stopped there – especially when you know upfront all the battles you’re going to have to fight to get your campaign out in the world, again (nervous sweat emoji)… But when your brand end line is ‘Live Fearless’, you have to lead by example.”

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