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The Immortal Awards

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

Martina Poulopati, Toby Allen and Jim Hilson talk to Paul Monan, in association with Tag, about the Immortal Awards 2019 winner

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.

Featured Companies: Tag , AMV BBDO

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CLIENT

BRAND: Bodyform

GLOBAL BRAND MANAGER: Martina Poulopati (Global Brand Communication)

MEDIA AGENCY

MEDIA AGENCY: Zenith

CREATIVE AGENCY

CREATIVE AGENCY: AMV BBDO

EXECUTIVE CREATIVE DIRECTOR: Alex Grieve, Adrian Rossi

CREATIVE DIRECTOR: Toby Allen, Jim Hilson

ART DIRECTOR: Diego Cardoso de Oliveira

COPYWRITER: Caio Giannella

TV PRODUCER: Edwina Dennison Nikki Gherardi

EDITOR/ANIMATOR: Sofia Tavares (Digital Editor and Animation)

STRATEGY: Margaux Revol, Alaina Crystal, Bridget Angear

ART PRODUCER: Rhiannon Nicol

DESIGNER / TYPOGRAPHER: Mario Kerkstra

RETOUCHING: Happy Finish

ACCOUNT MANAGEMENT: Sarah Douglas, Tamara Klemich, Sara Abaza, Sarah Hore-Lacy, Phoebe Swan, Nina Bhayana

POST PRODUCTION / VFX

POST PRODUCTION COMPANY: Time Based Arts

PRODUCTION COMPANY

PRODUCTION COMPANY: Somesuch & Co

DIRECTOR: Kim Gehrig

MUSIC

MUSIC COMPANY: Soundtree