The viral trend, What’s in my bag?, has been filling social media feeds with fashion and beauty essentials. Publicis Spain, part of the Leo Constellation network, saw an opportunity to get people talking about something else this summer. They launched the provocative “trend”, What’s in my vag?

The campaign aimed to continue normalising conversations around women’s intimate health, as people start packing their suitcases for the summer holidays. It features carefully art-directed beauty bags that subtly evoke the shape of a vagina. Each execution addresses a common summer concern and presents one of Vagisil’s products as an everyday essential.

The idea coincides with an often-overlooked part of summer – intimate discomfort increases by up to 50%, making it more common than is usually acknowledged.

“We used a code that everyone recognises on social media and turned it into a visual execution that allows us to talk about intimate health without taboos, but without being explicit,” explained Miriam Gutiérrez, executive creative director at Publicis España.

“This campaign aims to normalise the conversation around intimate care, in the same way we already do with skincare or body care. It is built on both a visual and conceptual insight, resulting in a carefully crafted, elegant and very summery campaign,” commented Catalina Hibbert, creative director at Publicis España.

The initiative continues the work started last year with the Flow as Life campaign, which championed intimate wellbeing as a fundamental part of everyday life.

It ran across digital media and social platforms, with pieces adapted to the language and formats of each channel. It also had a DOOH presence at Atocha Train Station and Moncloa Bus Station, targeting people before they leave for their summer holidays, as well as in shopping centres in Madrid.

Credits
Client: Vagisil
Client Team: Pierre Champelovier, Paola Santano, Tania Utiel, Inés Soler

Agency: Publicis España
Account Director: Paloma Díaz
Chief Creative Officer: Óscar Martínez 
Executive Creative Director: Miriam Gutiérrez 
Creative Director: Catalina Hibbert
Creative Supervisor: Pepa García
Art Director: Carmen Bringas
Copywriter: Laura Gandarillas