WE HIJACKED SKINCARE ADS TO CREATE SPACE FOR INTIMATE SKINCARE
Women are curious in searching for intimate health knowledge, yet the conversation remains invisible in the physical world. And because intimate skincare is still treated as taboo, that reflects in advertising.
By hijacking traditional skincare outdoors and literally extending them — adding the bottom of the models’ bodies to include “the part that is left out” - we created visual interference that gave intimate care the space and the attention it needed.
By turning the medium formats itself into the message, we didn’t want just to reach audiences in the streets — we wanted to provoke them and educate them, sparking conversation and placing Saforelle as a key ally to these women.
Awards: Cannes shortlist 2X (Brand Experience & Activation / Media)
ROLE: Creative Director AGENCY: McCann Health London / McCann Paris
Case Study
