Viva La Vulva - Libresse

Kim Gehrig’s “Viva La Vulva” takes a bold and joyful route to celebrating female anatomy in a space that has traditionally relied on euphemism and shame. Instead of clinical demonstrations or the infamous “blue liquid,” the film uses playful metaphors—singing clams, bouncing fruits, origami, and even fashion accessories—set to Aretha Franklin’s iconic “Respect.” This combination of humor, music, and metaphor allows the ad to bypass broadcast restrictions while making its message unambiguous. The creative choice to celebrate rather than conceal transforms a stigmatized subject into something vibrant, entertaining, and proudly visible.

For Libresse/Bodyform, the spot was a natural continuation of its #BloodNormal campaign, which had already challenged period taboos with refreshing honesty. “Viva La Vulva” extended this positioning by tackling another unspoken topic: women’s bodies themselves. By foregrounding empowerment and positivity, the brand distinguished itself from competitors still trapped in outdated conventions, building a reputation as the progressive and culturally relevant voice in femcare. The campaign established Libresse not only as a product brand but also as a social advocate, pushing conversations around authenticity and body positivity into the mainstream.

The campaign was widely celebrated, earning multiple Cannes Lions and other global industry awards, while also provoking conversation and controversy in more conservative markets. Its impact went beyond accolades: it became a cultural touchpoint, referenced in academic studies, brand casebooks, and industry discussions as an example of how advertising can combine activism with entertainment. “Viva La Vulva” helped normalize open conversation about female anatomy in popular culture and set a new creative benchmark for the femcare category, inspiring other brands to address stigmatized subjects with candor, wit, and celebration.