KNOW YOUR V

TitleKNOW YOUR V
BrandLIBRESSE
Product / ServiceLIBRESSE SANITARY PADS
CategoryB01. Fast Moving Consumer Goods
EntrantHAVAS IMMERSE Petaling Jaya, MALAYSIA
Idea Creation HAVAS IMMERSE Petaling Jaya, MALAYSIA
Production DIRECTORS THINK TANK Petaling Jaya, MALAYSIA

Credits

Name Company Position
Kerry Khoo Havas Immerse Chief Creative Officer
Kwee Keak Lee Havas Immerse Creative Director
Dennis Kam Havas Immerse Strategic Planning Director
Benjamin Cheong Havas Immerse Strategic Planning Manager
Khaleeq Sarfaraz Havas Immerse Creative Group Head
Farah Perani Havas Immerse Senior Account Manager
Cheyenne Lim Havas Immerse Senior Account Executive
Fish Ong Havas Immerse Designer
Angelyn Ho Havas Immerse Copywriter
Syakeera Abd. Hamid Havas Immerse Agency Producer
Aqila Shamsul Havas Immerse Senior Social Media Manager

Write a short summary of what happens in the film

A 60sec video was produced revealing everyday women bravely “looking” and “confronting” their V-Zones in various intimate situations. All to understand and accept...it’s just something that’s natural.

Cultural / Context information for the jury

In a Muslim country like Malaysia, the subject of feminine care is an unspoken taboo... because being too open about menstruation, often leads to period shaming. And to break this cycle of shame, we didn’t just want to pay lip service to women empowerment, we wanted to make a lasting and tangible change in their lives. When interviewed, we discovered women aged between 18 - 35 years were happy to champion empowerment and to be represented, yet there was hesitation when it became personal. Many had poor feminine care knowledge, and an alarming finding was that 2 in 3 women had not properly seen their own vulva. Even in the privacy of their own homes, women were ashamed to look or even understand the facts of their own body. This lead to the insight of getting women to confront the sight of their own vulva as the mental gateway.

Links

Social Media URL   |   Social Media URL   |   Video URL