Pentagram partner Paula Scher and her team have designed a brilliantly tongue-in-cheek, faux-political campaign to launch Mons Mist, a conditioning spray by female grooming company Flamingo for pubic hair and skin. The Bush 2020 campaign is so much better than the other bid for the White House courtesy of the Bush dynasty, instead celebrating a taboo aspect of self-care with absurdist humour and the brash confidence of a presidential bid.
Typographic posters shout comical political/pubic wordplay, such as “This is a Pubic Service Announcement,” “Supporting America’s Growth,” and “We are grow-choice”. The bold layouts satirise the tropes of a political campaign, using type that varies in weight – a device to subtly convey “the brand’s mission of celebrating choice to life,” says Flamingo.
The copywriting on the campaign is equally stellar; case and point: “Whether you choose a full bush, Brazilian, or one of the infinite in-betweens, know that we’ve got your back. And products for however you like the front.”
Fully investing in the campaign theme, Scher’s team and Flamingo have opened campaign headquarters in New York, with a programme of events aiming to educate and provide a platform for dialogue to discuss the delicate subject of pubic hair. It also offers a toll-free hotline – 1-844-WeR-Bush – which people can call to ask questions and get more information.
Scher commented in a statement about the project: “Making people laugh at a time like this seemed like the perfect outlet. The spirit of the design is loud and proud, as it should be.”
Find out more about the campaign, and take the quiz “What bush is right for you” on the campaign website.
Back in November 2017 we met Paula to speak about her trailblazing career to date, and she opened up about the sexism she still, depressingly, experiences regularly, as well as the effect of the Trump administration on the industry.