What ISN'T wrong with this violence against women awareness campaign?

Via Ads of The World

This is a real shame, in every sense of the word. I quite liked last year's "You Are Not a Sketch" campaign for this client, Star Models of Brazil, by an agency called Revolution.

But this one? Not. At. All.

Via Ads of The World

Let's ignore the fact that it wasn't translated well into English. (Interestingly, the same campaign on Coloribus gives a different version: "It was the cleavage" and "It was the behaviour") I can't seem to find any Portuguese versions, which leads me to suspect that the agency, Revolution Brasil, created them specifically for international Web sharing.

But these are only shareworthy for how misguided they are. The assumption, that the woman in the middle of each ad is the type of person the viewer would assume was "asking for" sexual violence, and the two on the sides are not, is trying to push a point that no victim is to blame. But in doing so, it uncovers the agency team's prejudice against certain women and in doing so simply reinforces the idea that religious people, mothers, and soldiers are "better" than women who dress "slutty" or dare to have tattoos and pink hair. (WTF is that anyway? An indication that she's rebellious?)

This is not the way to address serious problems, which are commonly known in the present dialogue as "slut shaming" and "victim blaming".  You may be sick of those words, but they represent concepts that clearly are not getting through to everyone. Especially in the ad industry.

Humans don't look like fashion illustrations

This campaign by "Star Models" seems like spec work by Brazilian agency Revolution, but it makes an interesting point.

I have long pondered the problem of models being photo-manipulated in fashion spreads. I realize that Photoshop makes these unreal images look far too real and attainable, but I am constantly reminded of the fact that traditional fashion illustration, dating back to the mid-20th Century, was also completely unrealistic.

By manipulating models to really look like fashion illustrations, the creative team manages to show just how unhealthy those body aspirations are.

 It's likely inspired by projects such as popular speculations about what a Barbie doll would look like "in real life" as well as by the real-life tragedy of anorexic model Isabelle Caro.

This message is important, especially with all of the "pro-ana" and "thigh gap" nonsense being spread around the internet. Without a call-to-action or any other evidence that this is a client-approved campaign, however, I have to wonder why the agency didn't just do it under their own brand.

Via Ads of The World

Happy Independence Day to my American readers

It's one of those funny things, for us Canadians, that we grow up learning your history (in its most simplified, patriotic form) by cultural osmosis.

For example:



It was a funny thing, because my own Loyalist ancestors kind of got a bad rap.

They're the ones on the right.

But, hey! Bygones. Have an awesome BBQ, fireworks, and night of drunken foolishness.

And if you're in LA on Friday, say "hi" to my future king.