London International Awards
2022 Winners and Finalists
Regional Health & Pharma Network of the Year: North America
IPG Health
Bronze
Pharma & Medical - Craft
Production Design
Entrant: | McCann Health NJ, Parsippany |
Brand: | Phexxi |
Title: | "House Rules" |
Corporate Name of Client: | Evofem |
Client President: | Saundra Pelletier |
Heads of Global Brand Marketing: | Tim Glennon/Caitlin Schneider |
Senior Client Brand Managers: | Erin Turner/Natasha Azevedo |
PR Company: | Real Chemistry, San Francisco |
Pharmaceutical Company: | Evofem, San Diego |
Agency: | McCann Health NJ, Parsippany/Real Chemistry, San Francisco |
Agency President: | Jill Beene |
EVP/Chief Creative Officer: | Bruno Abner |
VP/Creative Director - Art: | Jillian Watkins |
VP/Associate Creative Director: | Melinda Milovic |
Senior Copywriter: | Tressie LaFay |
Art Supervisor: | Trisha Salge |
Agency Head of Production: | Rebecca Binder |
Executive Agency Producer: | Maureen Phillips |
EVP/Agency Managing Director: | Gillian Walker |
VP/Agency Group Account Director: | Marcie Judges |
Agency Account Director: | Courtney Wolfson |
Agency Brand Strategists: | Deb Sobelman/Alexandra Davis |
Digital Company: | MediaHub, New York |
Production Company: | Smuggler, New York |
Production Managing Director: | Filip Engstrom |
Senior Executive Producer: | Sue Yeon Ahn |
Executive Producer: | Alex Hughes |
Producer: | Francesca Lentini |
Post-Production Company: | BigSky Edit, New York |
Post-Producers: | Chris Franklin/Sarah Van Tassel/Ali Corsie |
VFX Supervisor: | Ryan Sears |
Color Company: | Nice Shoes, New York |
Colorist: | Chris Ryan |
Sound Design Company: | Sound Lounge, New York |
Audio Engineer: | Tom Jucarone |
Description:
Murphy was the perfect Phexxi advocate because she was tired of dealing with the side effects of birth control hormones or using contraceptives when she didn’t need them.
To break through the clutter with a campaign that has stopping power and differentiates inside and outside the birth control category, there was only one place that would do for the setting of our campaign.
The inside of a vagina, of course. After all, this is the most personal spot for a woman, and coincidentally, the place where Phexxi works.
This multi-faceted campaign features a national 60-second commercial in which Murphy is lounging in a luxe pink-curtained, pink-upholstered room. “Welcome to my vagina,” she proclaims as she invites women to make their own rules and reminds them that they don’t have to settle, especially when it comes to their birth control.
The “House Rules” campaign creates a world that is smart, witty, and whimsical, and delivers an empowering message that women are sure to remember: when it comes to vaginas, women rule.