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) to speak 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.