As an industry we play a part in gender presentations in the media. When we use images that doesn’t reflect society, images that portraits women as objects, we dictate unrealistic ideas. We wanted to change the way advertisers portraits women in their advertising. 68% of all women can’t relate to the imagery they see in advertising, we need to drive that number down if we want consumers to have a positive feeling about our brands.
Creative Director:Kenneth Kaadtmann
Art Director:Sune Overby, Andreas Berglund
Copywriter:Anne Ingevold, Kenneth Kaadtmann
Strategy:Mette Bacher, Michael Hansen