Libresse’s Malaysian campaign is not Viva La Vulva Mark 2, but for women in a conservative country, it is an important step forward. Many Malaysian women still have minimal understanding of their V-zone area, due to the negative cultural pressure or taboos, unnecessary shaming and general uncertainty surrounding the sensitivity of the subject. Once again, Libresse leads the way in demystifying something that should never have been a mystery, but was. Or is.
The campaign, Know Your V, encourages women to get to know their V-zone (vulva and vagina). How agency, Havas Immerse Malaysia, does this is sweet – honest, real and – well, encouraging. The hero film is simply a montage of women overcoming their reticence to see what’s beneath them, using their camera phones and mirrors, and it’s underscored by a modern rendition of the classic song, Getting To Know You, (originally sung by Julie Andrews).
The brand film was directed by Carolyn Chon through with Directors Think Tank and is supported by a Libresse website that serves as a platform for women to learn more about their V-zone.
Verene Lee, marketing manager, Libresse, commented, “In the context of Malaysia’s cultural and social landscape, this campaign makes a bold statement that it’s important to know about your V-zone. The challenges and roadblocks encountered made us believe in the importance of the message of the campaign even more deeply.”
“We are confident that this campaign will resonate with the audience and help Libresse to make a meaningful difference, empowering Malaysian women to start open discussions, seek education and feel comfortable with their bodies,” added Kerry Khoo, chief creative officer, Havas Immerse Malaysia.
Agency: Havas Immerse Malaysia
Chief Creative Officer: Kerry Khoo
Creatives: Ong Yu Xin, Angelyn Ho, Kwee Keak Lee, Khaleeq Sarfaraz & Syakeera Hamid
Account Management: Ungku Farah Hazeleena & Cheyenne Lim
Production Company: Directors Think Tank
Director: Carolyn Chon