One of London's most famous creative shops, AMV BBDO, has been named Cresta Agency of the Year 2019 thanks to its taboo-busting work for Libresse.
The much-lauded Viva La Vulva campaign secured a hugely impressive four Grand Prix and five Gold awards, scooping prizes in Moving Image, Integrated, Branded Entertainment and dominating several categories of the Craft competition.
Alan Page, President of Cresta, said: "To follow the outstanding 2017 Libresse Blood Normal campaign with another breakthrough concept such as Viva La Vulva is a testament to the creative and strategic talent of AMV BBDO. Not only does this campaign tackle a taboo subject but it is executed with extraordinary finesse and craft."
As AMV state in their entry, the intimate care category has historically been so clinical and euphemistic that it tended to reinforce multiple taboos — many women buy and use these essential products in shame, like a dirty secret. Thanks to AMV BBDO's campaign and the music video style treatment, that shame may now begin to be recede.
Alex Grieve, CCO at AMV BBDO, had this to say about the Viva La Vulva campaign when we told him about winning Cresta Agency of the Year, "Libresse had the courage to pick a side. They knew they'd piss people off but they went ahead anyway. That's what it takes to actually break taboos. You have to be prepared to lose something to change something."