Campaigns
Marisa Ruglio, Creative director, copy, Y'all
Michael Foster, Creative director, art, Y'all
September 2, 2021
3:45 pm

6 campaigns that unapologetically break tradition and taboo

Women Poop: Garden of Life Dr. Formulated Women’s Probiotics

Women poop! To be fair it was the humor along with the clever poopisms that drew us in (“Are you poopsplaining me?”). But laughs aside, it’s bold and empowering to feature women with their pants down mid-poop and enjoying it. Pooping is a pleasure for all — sorry to break the stereotype of the more “delicate” sex. Thank you, Garden of Life, for so boldly normalizing this.

Vagina Appreciation Day: Annovera

From Annovera, the unapologetic birth control ring brand, comes this sassy, in-your-face celebration of the vagina. Getting “real” with female health has been a trend over the past year. This treatment struck us, though, for both its message and aesthetics. The desaturated colors amplify the campaign’s frankness (“do yourself!”) while the minimal set has been meticulously staged right down to the vase on the side table - which is reminiscent of the product.

No One Deserves to Die: Lung Cancer Alliance

This campaign addresses head-on the faulty belief that if you have lung cancer, you probably did it to yourself. Both the disconcerting copy (“Hipsters deserve to die”) and the stylized portraits drew us in; they capture the annoying nature of a limiting stereotype and throw it right back in our faces. That’s a bold way to break the stigma.

Sex Never Gets Old: Replens

This is an elegant yet still audacious commentary on the issue of ageism. The campaign celebrates the intimacy of an older demographic, including a same-sex couple, that depicts a reality of love and sex that is far from mainstream. Its black-and-white photos of couples in intimate poses are beautifully composed. At the same time, it’s probably the most conceptual and “nonpharma” ad for vaginal dryness we’ve seen to date, and does a fine job of amplifying it as a valid issue for women.

The Unf$ckables: Durex

This is an elegant yet still audacious commentary on the issue of ageism. The campaign celebrates the intimacy of an older demographic, including a same-sex couple, that depicts a reality of love and sex that is far from mainstream. Its black-and-white photos of couples in intimate poses are beautifully composed. At the same time, it’s probably the most conceptual and “nonpharma” ad for vaginal dryness we’ve seen to date, and does a fine job of amplifying it as a valid issue for women.

Big Kidney, Big Problem: Otsuka Pharmaceutical

It’s a bit harder to be fearless when it comes to an audience of healthcare professionals, but this unbranded campaign has potential to shift some mindsets. The large, festering kidney draws viewers in to find out more, then challenges them to see the physical size of the kidney versus seeking answers in the standard tests. “Big Kidney” could potentially make a big impact for patients with ADPKD (autosomal dominant polycystic kidney disease).

1 of 6
Campaigns

6 campaigns that unapologetically break tradition and taboo

We salute the spirit of these six in-your-face campaigns that shatter limiting mindsets and longstanding taboos.

Marisa Ruglio, Creative director, copy, Y'all
Michael Foster, Creative director, art, Y'all
September 2, 2021
3:45 pm

Slideshow

Women Poop: Garden of Life Dr. Formulated Women’s Probiotics

Women poop! To be fair it was the humor along with the clever poopisms that drew us in (“Are you poopsplaining me?”). But laughs aside, it’s bold and empowering to feature women with their pants down mid-poop and enjoying it. Pooping is a pleasure for all — sorry to break the stereotype of the more “delicate” sex. Thank you, Garden of Life, for so boldly normalizing this.

Vagina Appreciation Day: Annovera

From Annovera, the unapologetic birth control ring brand, comes this sassy, in-your-face celebration of the vagina. Getting “real” with female health has been a trend over the past year. This treatment struck us, though, for both its message and aesthetics. The desaturated colors amplify the campaign’s frankness (“do yourself!”) while the minimal set has been meticulously staged right down to the vase on the side table - which is reminiscent of the product.

No One Deserves to Die: Lung Cancer Alliance

This campaign addresses head-on the faulty belief that if you have lung cancer, you probably did it to yourself. Both the disconcerting copy (“Hipsters deserve to die”) and the stylized portraits drew us in; they capture the annoying nature of a limiting stereotype and throw it right back in our faces. That’s a bold way to break the stigma.

Sex Never Gets Old: Replens

This is an elegant yet still audacious commentary on the issue of ageism. The campaign celebrates the intimacy of an older demographic, including a same-sex couple, that depicts a reality of love and sex that is far from mainstream. Its black-and-white photos of couples in intimate poses are beautifully composed. At the same time, it’s probably the most conceptual and “nonpharma” ad for vaginal dryness we’ve seen to date, and does a fine job of amplifying it as a valid issue for women.

The Unf$ckables: Durex

This is an elegant yet still audacious commentary on the issue of ageism. The campaign celebrates the intimacy of an older demographic, including a same-sex couple, that depicts a reality of love and sex that is far from mainstream. Its black-and-white photos of couples in intimate poses are beautifully composed. At the same time, it’s probably the most conceptual and “nonpharma” ad for vaginal dryness we’ve seen to date, and does a fine job of amplifying it as a valid issue for women.

Big Kidney, Big Problem: Otsuka Pharmaceutical

It’s a bit harder to be fearless when it comes to an audience of healthcare professionals, but this unbranded campaign has potential to shift some mindsets. The large, festering kidney draws viewers in to find out more, then challenges them to see the physical size of the kidney versus seeking answers in the standard tests. “Big Kidney” could potentially make a big impact for patients with ADPKD (autosomal dominant polycystic kidney disease).

1 of 6

This past year has been one of unapologetic individuality. As a culture, we are no longer willing to accept status quos and standards that perpetuate a damaging exclusivity. After a pretty messed up year of not knowing and not commuting (and probably not showering), we seem a little less inclined to hide behind niceties for fear of ruffling feathers. We’ve become bolder and more ourselves.

As a shop that unapologetically breaks the typical agency standards and celebrates inclusivity and individuality, we salute the spirit of these six in-your-face campaigns that shatter limiting mindsets and longstanding taboos.

  • From Our Partners