Summers Eve makes a range of feminine hygiene products. We realized that social attitudes had to change before we could talk openly about the need for our products. It was also pointed out that the word ‘Vagina’ could not be used on broadcast television,
but the word ‘penis’ could. We decided to address this double-standard head-on with a viral video. We blew our budget on the cat puppet who was to serve as an ambassador for the word ‘Vagina’. We shot the video in the agency jet. The writer doubled up as the butler and VO. The campaign included a series of online videos, a microsite/blog featuring a curated collection of things deemed vaginal (i.e. awesome), and a Twitter account. | Creative Director, Art Director
but the word ‘penis’ could. We decided to address this double-standard head-on with a viral video. We blew our budget on the cat puppet who was to serve as an ambassador for the word ‘Vagina’. We shot the video in the agency jet. The writer doubled up as the butler and VO. The campaign included a series of online videos, a microsite/blog featuring a curated collection of things deemed vaginal (i.e. awesome), and a Twitter account. | Creative Director, Art Director