Libresse

Libresse’s ‘Viva La Vulva’ video ad was designed to raise eyebrows, drop jaws, and change the conversation about vulvas.

A bold statement from a feminine hygiene brand, the three-minute video takes us on a surreal vaginal odyssey, in which everything from oysters to grapefruits to visible camel toe blasts us (through song) with the message that the vulva should be an object of praise, not shame.

Tasked with the TVC’s creative translation, it was crucial that we carried this same spirit across into French, Italian and Russian. This was no straightforward translation job: the campaign’s humour, wordplay, cultural references and deliberately provocative tone all needed to work just as effectively in each language.

Cultural insight was key to ensuring that the impact, and even the discomfort, of this deliberately provocative campaign could be felt in many corners of the world. Our native-speaking linguists had to find creative ways to recreate the original’s boldness, humour and wordplay in each language, while ensuring that the campaign felt natural and culturally relevant to audiences in each market.

The result was a multilingual adaptation that stayed true to the spirit of ‘Viva La Vulva’, allowing Libresse’s message to travel across three very different markets without losing any of its attitude along the way.