The Tampon Book: A Book Against Tax Discrimination Case Study
在德国，卫生巾、卫生棉条等女性用品被视为“奢侈品”，因而收取高达19%的税收，而像松露、油画、鱼子酱这样的真正的奢侈品却只收取7%的税收。这种做法引发了国际性的抗议。The Female Company为抗议这种不公平的征税，就制作了一种伪装成书本的卫生棉条（因为书本的税收只需7%），并将分别向政要和记者寄出了100本书，并在YouTube和Facebook等社交媒体上传播广告视频（视频见文末）。发售的第一批卫生棉条书在一天之内就售罄。
将卫生棉条包装在一本书中，因此可以按照7％的低税率出售。他们用法律本身超越了法律。但The Tampon Book不仅仅是一个破解德国税收制度的包装。卫生棉书有45页，里面不仅有15个卫生棉条，还有一些大胆的插图和有关月经、禁忌和女权主义的故事，夹带着请愿书，以敦促德国议会讨论取消卫生棉条税。
The Tampon Book: A Book Against Tax Discrimination 45秒
Creative Agency : Scholz & Friends, Berlin
Production Company : Metagate, Berlin
CCO : Matthias Spaetgens
ECD's : Oliver Handlos, Robert Krause
CD : Malik Benamara
ACD Art : Max Marohn
ACD Text : Sebastian Stelzer
Copywriter : Ilona Hartmann
Graphic Design : Natalie Krzyz
Account Manager : Sarah Dahm
项目信息
品牌/广告主
The Female Company
营销机构
Creative Agency 创意代理商
Scholz & Friends 柏林
参与者
奖项荣誉
2022
Cannes Lions
Creative Effectiveness | Market | Single Market
Gold
2022
Cannes Lions
Creative Effectiveness | Sectors | Healthcare
Silver
2021
Cannes Lions
Health&Wellness | Corporate Image & Communication
Silver
2021
Cannes Lions
Print & Publishing | Corporate Purpose & Social Responsibility
Bronze
2021
Cannes Lions
Creative Strategy | Breakthrough on a Budget
Bronze
2021
Cannes Lions
Print & Publishing | Challenger Brand
Gold
2021
Cannes Lions
Health&Wellness | OTC Products / Devices
Bronze
2021
Cannes Lions
Print & Publishing | Cultural Insight
Bronze
2021
Cannes Lions
Print & Publishing | Commercial Publications
Silver
2020
D&AD Awards
PR | In-Market Campaign
Graphite Pencil
2020
D&AD Awards
Direct | Direct Product & Service
Yellow Pencil
2020
D&AD Awards
Media | Use of Direct
Yellow Pencil
2020
D&AD Awards
PR | Public Affairs Campaign
Yellow Pencil
2020
D&AD Awards
Book Design | Specialist Books
Graphite Pencil
2020
NYF Advertising Awards
Direct & Collateral | Products & Services | Health & Wellness
Grand Prize
2020
NYF Advertising Awards
Positive World Impact | Empowerment | Women
Gold
2020
NYF Advertising Awards
Design | Brand Design | Books
Gold
2020
NYF Advertising Awards
Public Relations | Best Use | Social/Environmental Good | Brand
Gold
2020
NYF Advertising Awards
Activation & Engagement | Best Use | Small Budget/Big Idea
Bronze
2020
NYF Advertising Awards
Activation & Engagement | Products & Services | Health & Wellness
Gold
2020
NYF Advertising Awards
Positive World Impact | Public Service | Civic & Social Education | Brand
Silver
2020
NYF Advertising Awards
Public Relations | Products & Services | Health & Wellness
Bronze
2020
NYF Advertising Awards
Creative Marketing Strategy/Effectiveness | Small Budget/Big Idea
Gold
2020
NYF Advertising Awards
Creative Marketing Strategy/Effectiveness | Social Good/Environment & Sustainability
Gold
2020
NYF Advertising Awards
Public Relations | Best Use | Small Budget/Big Idea
Gold
2020
NYF Advertising Awards
Avant-Garde/Innovative | Avant-Garde/Innovative | Package Design
Bronze
2020
NYF Advertising Awards
Avant-Garde/Innovative | Avant-Garde/Innovative | Small Budget/Big Idea
Bronze
2020
NYF Advertising Awards
Activation & Engagement | Best Use | Ambient
Bronze
2020
NYF Advertising Awards
Activation & Engagement | Best Use | Social/Environmental Good | Brand
Gold
2020
NYF Advertising Awards
Direct & Collateral | Best Use | Small Budget/Big Idea
Silver
2020
NYF Advertising Awards
Avant-Garde/Innovative | Avant-Garde/Innovative | Social/Environmental Good | Brand
Bronze
2020
NYF Advertising Awards
Package & Product Design | Best Use | Social/Environmental Good | Brand
Gold
2020
NYF Advertising Awards
Activation & Engagement | Best Use | Brave Work/Brave Client
Finalist
2020
The One Show
Direct Marketing | Innovation in Direct Marketing
Gold Pencil
2020
The One Show
Creative Effectiveness | Single Country or Region | Consumer / Brand
Best of Discipline
2020
The One Show
Direct Marketing | Non-traditional & Guerrilla Marketing
Gold Pencil
2020
The One Show
Cultural Driver | Cultural Driver
Gold Pencil
2020
The One Show
IP & Products | Physical Product
Gold Pencil
2020
The One Show
Health, Wellness & Pharma | Public Relations
Gold Pencil
2020
The One Show
Design | Promotional | Booklets & Brochures
Bronze Pencil
2020
The One Show
Health, Wellness & Pharma | Packaging
Gold Pencil
2020
The One Show
Creative Effectiveness | Creative Effectiveness | Consumer / Brand
Bronze Pencil
2020
The One Show
Public Relations | Brand Voice
Gold Pencil
2020
The One Show
Design | Packaging | Specialty
Merit
2020
The One Show
Public Relations | Community Building
Best of Discipline
2020
The One Show
Health, Wellness & Pharma | Direct Marketing
Gold Pencil
2020
The One Show
Sustainable Development Pencil | Systems | Reduced Inequalities
Merit
2020
The One Show
Public Relations | Innovation in Public Relations
Gold Pencil
2020
The One Show
Direct Marketing | Physical Items
Best of Discipline
2020
ADC Awards
Packaging Design
Best in Discipline
2020
ADC Awards
Advertising | Direct | Wildcard | Single
Gold Cube
2020
ADC Awards
Advertising | Innovation | Direct
Gold Cube
2020
ADC Awards
Packaging Design | Design for Good | Packaging Design
Gold Cube
2020
ADC Awards
Advertising | Art Direction | Press / Poster | Press / Print Advertising | Campaign
Bronze Cube
2020
ADC Awards
Integrated | Innovation
Gold Cube
2020
ADC Awards
Packaging Design | Pharma / Health / Wellness
Gold Cube
2020
ADC Awards
Advertising | Design for Good | Advertising | Single
Bronze Cube
2020
ADC Awards
Advertising | Direct | Mail
Gold Cube
2020
ADC Awards
Brand / Communication Design | Promotional | Booklet / Brochure / Catalog / Press Promotional Kit
Gold Cube
2020
ADC Awards
Brand / Communication Design
Best in Discipline
2020
The Webby Awards
Advertising, Media & PR | Health, Wellness & Pharmaceutical
Winner
2020
The Webby Awards
Advertising, Media & PR | Best Launch
Winner
2019
Cannes Lions
PR | Food & Drink
Grand Prix
2019
Cannes Lions
Direct | Other FMCG
Bronze
2019
Cannes Lions
Design | Other FMCG & Consumer Durables
Silver
2019
LIA
Design | Direct Marketing - Consumer
Silver
2019
LIA
Health & Wellness | Tone of Voice
Bronze
2019
LIA
Non-Traditional | Cosmetics/Toiletries/Pharmaceuticals
Silver
2019
LIA
Health & Wellness | OTC – Over-the-Counter
Finalist
2019
LIA
Health & Wellness | Social Responsibility/Awareness
Gold
2019
CLIO Awards
Public Relations | Public Affairs
Gold
2019
CLIO Awards
Design | Packaging
Silver
2019
CLIO Awards
Direct | Print/Mail
Gold
2019
CLIO Awards
Public Relations | Brand Development
Shortlist
2019
CLIO Awards
Public Relations | Creative Effectiveness
Gold
2019
CLIO Awards
Design | Publishing & Printed Materials
Silver
2019
CLIO Awards
Innovation | Medium Innovation
Silver
2019
CLIO Awards
Branded Content | Print
Gold
2019
CLIO Awards
Public Relations | Cause Related
Gold
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