Post pobrano z: Dove Image Hack for #EqualWomen in Denmark

Mindshare Denmark and Dove have created “Image Hack” a interactive campaign aimed at the advertising industry, challenging the stereotypical imagery associated with “beautiful women”. Mindshare collaborated with advertising photographers to take photographs of strong, independent and original women in non-stereotypical situations. The images were uploaded to Shutterstock and tagged to change the page algorithm, so searches on the site provide a realistic picture of women in today’s society. Advertising agencies and advertisers were then invited to use these images to produce women in a non-stereotypical way. The images were uploaded onto Shutterstock around Jan. 18. The site, ImageHack.org, went live in February. And on March 8, International Women’s Day, a series of outdoor ads appeared outside major agencies in Denmark, encouraging them to use these new images with the hashtag #EqualWomen. Advertisers and agencies from all over Denmark scooped the photos up and used them in their own advertising — 42 brands in all, including Ford, Frisko, GFB Pension, Panorm and Any Mac.

Kenneth Kaadtmann, creative director at Mindshare Denmark, talks about the origins of the Image Hack campaign:

“The inspiration came out of a search on a stock site, where we had to browse through several pages until we found an image that was actually not in some way offensive,” Kaadtmann goes on. “That led to the question, ‘What if we could hack this site?’ which led to ‘What if we could hack this site, legally?’ That was how the idea was born. We narrowed it down to two target groups—advertisers and advertising/media agencies. One group we needed to inspire to brief differently, and one group we need to inspire to recommend differently.”

Michael Hansen, Account Director at Mindshare, also explains the Image Hack concept:

“If we as industry change our production of women, we can help influence women’s self-perception. Everyone in the industry has a responsibility in relation to the beauty standards we set up for women in the world. By hacking the industry from within, we can influence that image. That’s what we want to achieve with this campaign.”

The Dove Global Beauty and Confidence Report 2016 reported that 7 out of 10 women believe that media and advertisements set an unrealistic standard of beauty that most women can never achieve. Claus Mølholm, Marketing Manager at Unilever, explains the thinking behind Dove’s support of the Image Hack campaign:

“Dove has been working on this agenda for many years, so we did not doubt that we wanted to support the campaign, which goes hand in hand with our messages. For many years, we have been working to create a more nuanced image of women in advertising. For example, we never use professional models in our advertisements, but ordinary women whose purpose is to present women’s diversity.”

Image Hack Credits

The Dove Image Hack campaign was developed at Mindshare Denmark by creative director Kenneth Kaadtmann, art director Sune Overby Sørensen, copywriter Anne Ingevold, digital designer Andreas Berglund, head of social strategy Mette Bierbum Bacher, media buyer Henrik Welling, and account director Michael Hansen.

Photography on the Image Hack site is by Atli Thor, Magnus Ekstrom, Irfaan Khan.

Post pobrano z: Nescafé Hello Bench narrows gap

Nescafé Italia is promoting the role of coffee in building relationships, with the “Nescafé Hello Bench, a specially designed red bench. Creating new relationships it’s harder than we think, even when we are in the midst of hundreds of thousands of people. To do so, we need a spark, a new opportunity and, of course, a red mug. During the Salone del Mobile in Milan pedestrians were offered a cup of coffee and a chant to sit on the Nescafé Hello Bench, a bench that gets shorter when two people sit on it. Two sensors activate the bench and let two strangers get closer: an unexpected way to break the ice and start a conversation and a connection.

Nescafé Hello Bench Credits

The Nescafe Hello Bench campaign was developed at Publicis Italia by global Chief Creative Officer Bruno Bertelli, executive creative director Cristiana Boccassini, art directors Alessandro Candito, Maxime Damo, copywriters Lina Akbarzadeh, Paolo Bartalucci, creative directors Alessandro Candito, Paolo Bartalucci, Geert De Rocker, Tom Berth, digital creative directors Azeglio Bozzardi, Martino Lapini, social media team Diletta Sala and Arya Alfieri, strategic planner Guglielmo Pezzino, TV producers Luana Strafile and Matilde Bonanni, account team Barbara Pusca, Filippo D’Andrea, Florence De Lophem and Roberta Scotti, working with marketing manager Matteo Cattaneo.

Media was handled at MediaCom.

Filming was shot by director Murphy via H+ with executive producer Stella Orsini.

Post pobrano z: Giffgaff Big Swim – Free To Go Free to Stay

UK mobile phone company Giffgaff is running “The Big Swim”, an integrated advertising campaign celebrating the concept of freedom for mobile phone customers. A woman in a canary yellow swimsuit readies herself atop a diving board, surveys the sunny lido below and then launches herself into space, gliding through the stars, leaving a trail of magical star dust behind her. On her way she passes space satellites and even interacts with an astronaut, all still whilst wearing her swimming cap and costume, before landing back in the pool with a big splash.

Credits

The Giff Gaff campaign was developed at Who Wot Why, by executive creative directors Sean Thompson, Matt Gooden, Ben Walker, producer Tracy Stokes, with Giff Gaff head of advertising Abi Pearl Ward and brand director Tom Rainsford.

Filming was shot by director Sean Thompson via Like Minded Individuals and Dark Energy Films, with director of photography Tim Maurice Jones, producer Dominic Wilcox and executive producer Matt Brown.

Editor was John Mayes at Marshall Street Editing with assistant editor Oliver Morgan.

Post production was done at The Mill by Flame artist Grant Connor, colourist James Bamford, assistant colourist Thomas Mangham, executive producer Reece Ewing, production coordinator/assistant Jomana Ayoub, shoot supervisor Naomi Anderlini, 2D lead artist Grant Connor, 3D lead artist Nico Domerego, 2D artists Jorg Schulz-Gerchow, Rebecca Clay, and Sal Wilson, 3D artists Jon Wood, Joshua Barlow, Audun Ase, Vaclav Cizkovsky, Ashley Reemul, Lucie Martinetto, Finlay Crowther, James Hansell, Sergio Xisto
Matte Painting: Jiyoung Lee, Henrik Holmberg.

Sound was designed at Wave Studios by Dugal McDiarmid.

Music, “Stay with Me Baby”, by The Walker Brothers, was licensed at Eclectic Music.