LifeFemT - "Welcome New Vaginas 1"

Wunderman Thompson

Wunderman Thompson Bogotá, Colombia

1534

Marca: LifeFemT
Paese: Colombia

Cliente: LifeCup

Titolo	Welcome New Vaginas 1
Agenzia	Wunderman Thompson
Campagna	Welcome New Vaginas
Cliente	LifeCup
Marca	LifeFemT
Data di Prima Diffusione/Publicazione	2023 / 4
Settore	Contraccettivi e test di gravidanza
Filosofia	In a first of its kind, Colombian brand LifeCup, the country’s leading brand for Menstrual Cups alongside Wunderman Thompson Colombia, has designed a new product to help with the regeneration, hydration and skin care of the new vulvas of trans women – LifeFemT. The product, an intimate wash that has been designed specifically for trans women who have undergone gender affirmation surgery, is the first product on the market which fits the specific needs of trans women’s new vulvas, such as pH balance, hydration and bacterial flora, and tissue regeneration. A recent survey by Trans PULSE Canada revealed there is a significant unmet need for treatment of the neovaginal microbiome, with research showing that nearly half of transgender and gender diverse participants with vaginoplasty experienced gynecological symptoms in the past year, including malodor, abnormal or disturbing discharge, and itching (Krakowsky et al, 2022). Realizing the the gap in the market for a product that is specific to trans womens’ physiological needs, Romina Rizzi and Stephanie Larumbe, female co-founders and leaders of LifeCup, and Wunderman Thompson Colombia developed LifeFemT. It followed extensive research and product development with the most important gender affirmation surgeons and specialists in the country, as well as women belonging to the trans community. The formula for LifeFemT consists of amino acids, a lipid complex, as well as calendula, and aloe vera, and works to provide regeneration, hydration of the vulva and elasticity required by trans women’s new intimate area for their daily routine. The product branding incorporates the trans flag, designed by Wunderman Thompson Colombia.
Tipo di Media	Stampa e stampati
Lunghezza	113 seconds
Advertising Manager	Romina Rizzi
Advertising Manager	Stephanie Larumbe
Global Chief Creative Officer	Bas Korsten
Global Chief Creative Officer	Daniel Bonner
Regional Chief Creative Officer	Daniel Minaker
Regional Chief Creative Officer	Sebastian Tarazaga
Chief Creative Officer	Daniel Payan
Executive Creative Director	Sergio Tenjo
Executive Creative Director	Pipe Ruiz Pineda
Creative Director	Juan Sebastián Rodríguez
Creative Director	Patricio Vargas
Strategic Planner	Natalia Castaño
Art Director	Juliana Martínez
Art Director	Paula Ramírez
Account Director	Paula Parra
Account Executive	Juan David Convers
Copywriter & Social Media	Sofia Isaza
Editor	Roberto Ramírez
Motion Graphics Designer	Alan Ramírez
Casa di Produzione	Macarena Films
Director	Sole Olarte
Direttore della fotografia	Lucas Sempere
Executive Producer	Miche González
Music / Sound Design	Diego Cáceres
Music / Sound Design	DC Audio