How We Made: Viva La Vulva with Essity and AMV BBDO

Marketing production agency Tag is a proud supporter of The Immortal Awards. Over the upcoming months, as part of the sponsorship of the Immortal Awards content channel, this series will explore the creative excellence behind the Immortal winning projects from the competition’s first few years, as told by the brands and agencies that made them.

Having previously explored the taboo shattering Blood Normal, Essity's global marketing and communications director, Martina Poulopati, returns to discuss the equally stigma-challenging follow up campaign - Viva La Vulva. Joining her to talk about the Immortal winner from 2019's competition are AMV BBDO's deputy executive creative directors, Toby Allen and Jim Hilson.

With its relentless carousel of creative imagery, the film weaves together a collage of visual metaphors for the vulva to subvert an unspoken insecurity many women feel about their vulvas – 44% of women surveyed have felt embarrassed by the way their vulvas look or feel or smell and a quarter do not know that each vulva looks unique. The trio discuss the journey from script to screen, exploring the benefits of long-term trust between the brand and agency, the direction of Kim Gehrig and the power of purpose.