I have to admit, I like this year’s cunning Julyna stunt much better than last year’s. The out-of-home ads by Cossette play up the pun without being too oversexed.
But they are rather homogeneous in skin tone and body shape, don’t you think?
The Julyna event, in which women adopt whimsical pubic hairstyles to raise money for cervical cancer and hpv research, is one of many attempts to come up with a “female” version of Movember. Julyna has the support of some pretty powerful ad people, but I suspect they get more direct benefit from this highly-sharable work than the cause does.
Isn’t that often the case? At least they’re getting some earned media.