Creativity

Summer's Eve: The V

It's time to get real about the V word.

Published on Jul 19, 2011

Editor's Pick

A new campaign from Summer's Eve and The Richards Group would like to put the vagina on the map, or at least lift it to its rightful place in the English dictionary. With a dramatic cinema spot called 'The V,' which depicts strong females through the ages and recognizes the vagina as the center of civilization, Summer's Eve believes that once you understand the V's power, you'd be more willing to show it a little love.

The extended campaign also involves new product packaging and a logo redesign for the feminine hygiene brand, a microsite, That's Vaginal, and web video and an educational campaign called ID the V.

We applaud the effort. After all, do women really walk around asking their mothers about freshness?

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About

Credits

Date
Jul 19, 2011
Agency:
The Richards Group Dallas
Client:
Summer's Eve
Creative Director:
Stan Richards
Agency Producer:
JR Dixon
Art Director/Writer:
Terence Reynolds
Art Director/Writer:
Tina Johnson
Production Company:
House of Usher
Director:
Kinka Usher
Executive Producer:
Nancy Hacohen
Director of Photography:
John Toll
Music:
Primal Scream
Sound Design:
Primal Scream
Editor:
Tom Muldoon
Editorial Company:
Nomad
Voice Over:
Rajia Baroudi
Voice Over:
Margaret Easley
VFX/Animation:
The Mill
Colorist:
Siggy Ferstl

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