David Griner’s Cannes contender: Viva La Vulva

David Griner, Creative & Innovation Editor for Adweek, creator of #AdweekChat and host of the podcast Yeah, That’s Probably an Ad:

‘America produced a lot of great work over the past year, but I really have to hand it to the Brits. Several of my favorite 2018 spots came out of London, but if I had to pick one, it would be “Viva La Vulva” by AMV BBDO for the Essity family of feminine product brands (Libresse, Bodyform, etc.). It’s a follow-up of sorts to 2017’s “#BloodNormal” campaign, which tried to break decades of advertising’s shame-inducing clichés about women’s periods. When the company decided to move into vaginal wipes and washes, they created “Viva La Vulva”, an artistic and commercial triumph by director Kim Gehrig. It’s funny, captivating, beautiful and empowering, all at the same time. I loved seeing it win a Black Pencil at D&AD, and I’ll be shocked if it doesn’t take home big wins at Cannes.’


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