STOPSHANIA

SAFORELLE — SKINCARE FOR DOWNTHERE CARE

[Art direction]
The campaign hijacks ads from leading beauty brands like Vichy and La Roche-Posay to assert that private parts deserve as much care as our faces. The out-of-home placements in pharmacies, bus stops and on billboards in the heart of Paris extend the ads all the way 'down there’ to ask uncomfortable but essential questions about intimate care. Each ‘ad below the ad’ redirects to a landing page with answers to questions women may be too embarrassed to ask such as “How should I wash down there?” and “Can I use my regular products down there?”

This campaign also marked the launch of Saforelle’s new brand platform, 'The more you know, the better you feel', which aims to normalize conversation around intimate hygiene to promote women’s well-being and self-esteem.

Awards:
Cannes Lions, 2025: 2 shortlists (Brand Experience & Activation / Media)
Clio Health, 2026: 1 Gold
LIAAwards: Bronze, Creativity in Media
Gerety Awards: Bronze, Health
Eurobest Awards 2025: Bronze, Breakthrough on a Budget
NY Health Awards: 4 shortlists
Epica: 2 shortlists
PM Awards: 1 Gold, 2 Bronzes



Client: Saforelle
Agency: McCann Paris
Year: 2025

Creative Directors: Farah El Fagheli
Art Directors: Alice Lebègue, Shania Lim
Junior Art Director: Chloe Porta

Account: Julia Gay, Samantha Baschon
Strategic Planner: Alice Donati

Copyright McCann Health London and McCann Paris, Saforelle



ART DIRECTION