Let’s Wash Away The Taboo

People around the world are still struggling to remove one of the most common stains: menstrual blood. Even though most agree it’s natural, 72% of people who menstruate still feel embarrassed by it. And that affects their social, athletic, and academic activities. That’s why, this time, removing the stain wasn’t enough. Persil launched “Let’s wash away the taboo”, a campaign portraying people’s real blood stains captured by thought-provoking photographer Sophie Ebrard.

Close-up of a person in yellow striped underwear with a bloody wipe attached to their genitals, suggesting a menstruation or injury.
People walking past a bus stop and digital advertising kiosk on a city street, with shops and buildings in the background.
A person sitting on a pink tiled floor with their legs spread apart, showing a stained pair of underwear with blood. Text on the image discusses menstrual leaks and cleanliness, referencing Persil.
A person sitting on a bed with their legs crossed, wearing gray T-shirt, mint green shorts, and pink socks. There is a visible stain or mark on the shorts near the thigh.
Two images: the left shows a striped menstrual pad with a blood stain on a beige tiled floor, and the right shows a pink bathroom sink with a white menstrual pad and blood stain inside, with a faucet and tiles in the background.
A person in light-colored clothing stands outdoors against a blue sky with clouds, with trees and foliage in the background, viewed from below.
A woman in a green dress sitting on a toilet with her pants pulled down, posing for a photograph taken by another woman looking through a camera lens in a well-lit bathroom.
Person seated on a toilet with their pants pulled down, showing their bare feet and the top of the toilet.
A group of women in a room viewing a computer screen showing a provocative photoshoot of a woman with tattoos. The setup suggests a photography or modeling session.
Person holding a stained beige lace lingerie in a bathroom sink with gold faucet.

“Anyone Menstruating”: The Book

As the campaign kicked off, people started sharing their stories about menstrual stains. Messy. Stressful. Funny. Sad. Horny. Peri-menopausal. First periods. Lots of them came together in an impactful and beautiful book that portrays the experiences of “Anyone Menstruating.”

A collage of photographs featuring pink books with the title 'Let's Wash Away The Taboo,' including open books, a close-up of a book with a red stain, film strips, and a person holding a pink book outdoors.
An open book on a white surface showing a photograph of a woman's lower body and legs on the left page and a page of typed text on the right.
Empty light-colored background
Open book with handwritten text on the left page asking, "I wonder if shorts can smell me?" and printed text with a photograph of a person's legs on the right page.
Blank light beige background with no objects or details.
Open book with photo of a person sleeping on a bed, lying on her side, with dark curly hair, wearing a light pink top and matching shorts, on white bed with wooden headboard.
A photo of multiple open photo books displaying various images of people, bodies, and artistic photography, arranged on a flat surface.
Open book with handwritten text on the left page and a photograph of a child's lower body lying on a green velvet sofa on the right page.
Multiple pink hardcover books arranged neatly on a white surface, with one open book displaying photographs and text inside.
A collection of open photo books arranged in a grid on a white surface, featuring images of people, objects, and handwritten text.
The image is blank with a light gray background and no content.

CREDITS

Global CCO: José Miguel Sokoloff
Executive Creative Director: Tomás Ostiglia
Creative Directors: Maria García Campos, Bronwyn Sweeney, Loren Cook, Kevin Cabuli, Jorge Zacher.
Creative Team: Josefina Mateo Burton & Ezequiel Scarpini
Design Lead; Yan Graller
Senior Art Director: Alan Chung
Managing Director: Tom Elliston
Account Supervisor: Cristina Panea
Global Business Leader IPG: Will Dixon
Global Strategy Director IPG: Rachael Stets
Photographer: Sophie Ebrard
Book Design: Jade Arroyo
Illustrations & Lettering: Mario Niveo

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MEET THE BAKERS

Black and white line drawing of a human brain with connection lines and nodes, representing neural connections or brain activity.

EST.

2018

Ideas Baked Proper Good

FRESHLY MADE EVERYDAY

A melting swirl of chocolate and vanilla ice cream with a wooden spatula labeled 'MAGNUM, true to pleasure' resting on top.
A man and a woman lying together on a bed surrounded by large pink and brown teddy bears, with the woman resting her head on the man's chest and both appearing relaxed and content.

Be Sweeter Than The Sweetest / Axe

Video game box cover for the game 'Tag: The Game', featuring four diverse teenage characters, with a tagline 'Only Available in Real Life' at the top and the ESRB rating 'E for Everyone' in the bottom left corner.

TAG: The Game / Persil UK

A young man with curly hair and a mustache lying on the floor, wearing a red patterned shirt and beige pants, with a skeptical expression. Next to him is a black spray can labeled 'LYNX With Catnip' featuring a picture of a white cat with green eyes.
Open photography magazine pages showing artistic and intimate images of people, including close-ups of legs, partial body shots, and a torn piece of paper with red paint or blood splatter.

Let’s Wash Away The Taboo / Persil

A woman standing on a park sidewalk holding an ice cream bar and a purse, surrounded by flying white doves, with trees and hedges in the background.
A man in traditional South Asian attire standing outside a beachside ice cream shop, looking into the distance, with an ice cream menu board and a freezer in the foreground.

The Solar Priceboard / Wall’s

A woman wearing a sheer, brown, and metallic dress poses in front of a red geometric background with white cursive text.

The Vegan Dress / Magnum

Thick, cracking chocolate / Magnum

Lynx with Catnip / Lynx UK

Melting Icon / Magnum UK

A toy tea party scene with stuffed animals around a table, featuring a box of PG Tips tea and a blue teapot with cups, with soft warm lighting in the background.
A woman with dark skin, wearing a vibrant pink and purple patterned silk dress, sits against a green background. She has braided hair, gold earrings, and a colorful scarf on her wrist, with her hand resting on her forehead and a serious expression on her face.

AWA x Magnum

Make The Switch / PG Tips UK

An elderly man with a long white beard and glasses sitting on a plaid armchair, reading a letter in a dimly lit room with warm light from a nearby lamp.
Three people sitting on a park bench, holding ice cream cones and talking to each other. The woman on the left has short black hair and wears a beige coat, the man in the middle has a beard, gray cap, and green jacket, and the woman on the right has long dark hair and wears a blue coat. They are outside with a backdrop of trees and a building.

Cornetto feat. Cha Eun-Woo

A person playing the piano in front of a projected fiery sun with lightning, creating an artistic and surreal scene.
Chocolate ice cream bar coated with chocolate shavings on a light background.

The Pleasure Remixed / Magnum

JVKE feat. The Sun / Magnum

A woman on a smartphone screen is posing with arms crossed, wearing a green bandana and shirt. The background collage features multiple images of women with green accessories, mostly wearing green bandanas.

Filterless Filter

The Most Unexpected Gift / ToysRUs

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