This Amnesty International campaign uses an AR Instagram filter to subvert social media escapism with symbolic storytelling— Clapboard's Global Ad Archive.
Les Règles de l'art - Lunes | Clapboard Ad Archive
Les Règles de l’art for Lunes, conceived by Baston and launched across Switzerland in 2021, is a standout example of guerrilla marketing used to catalyze public service conversation around menstruation taboos on International Women’s Day. In a citywide intervention, the campaign reimagined classic paintings by integrating visible menstrual imagery, replacing centuries of art’s sanitized depictions of femininity with unignorable new symbols. These tactile, NSFW public installations co-opted cultural touchstones to force passersby to question prevailing discomfort—tapping into art history’s visual language to subvert silence around menstrual health and centralize it in the public arena. Amplified by a parallel digital push, the campaign’s reach extended far beyond city walls, as social media platforms became another critical venue for debate and visibility, reflecting Lunes’ ambition to transform local provocation into broader discourse. By eschewing literal depictions or overt explainers, the creative solution operates within what Clapboard’s taxonomy designates as FORMAT#3—Symbolize the Problem, achieving piercing cut-through by making menstruation impossible to overlook within the safe, venerated frame of fine art. The campaign’s music selection and considered French-language messaging cemented its place within contemporary activism, with Baston leveraging both emotional resonance and cultural specificity to invite not just conversation, but confrontation—with passersby, with societal norms, and with deep-rooted gender biases. As a public interest effort, Les Règles de l’art occupies a sharply defined position, marking Lunes out as a progressive challenger willing to risk provocation for purpose, bridging the experiential and the digital to set a new tone for category conversation. The campaign earns 64/100 in Clapboard’s global creative archive. This work matters because it signals how artful disruption and appropriated cultural symbols can reframe entrenched social issues for a new generation of public service communications.
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