Les Règles de l'art - Art's periods

On the sidelines of Women’s Rights Day, Baston set up a campaign to break the taboo around menstruation. Named « Les Règles de l’Art » (roughly translated as Art’s Periods), it displayed menstruation in the streets of Lausanne (Switzerland) as well as on Instagram.



The idea

To take a jab at the stigma around menstruation, Baston chose to hijack classical paintings by integrating various elements related to periods (blood, tampons, cup) in order to speak up against the invisibilization of a reality concerning more than 50% of the population.

According to them, “menstruation has always been a taboo, in art, in advertising and in the society in general. By hijacking classical works, we wanted to give them a place in history.”

To do this, the young agency deployed its campaign in two stages:

First a launch with a guerrilla, displaying the paintings in a large-scale exhibition through the streets of Lausanne, then the deployment of an 8-day digital campaign on Lunes’ Instagram.



The result

The campaign generated a lot of interest from the public and the media, relayed by the RTS (Swiss National Media), 24Heures, Cominmag or even the Prescripteur, and generating +3000% traffic on the brand’s page.

They wanted to highlight the rules and open the discussion around this still too sensitive subject : it’s done.