Sunday, March 3, 2024

Gender is so 1990. A lot has been stated about how new… | by Ira Nazarova | The Highlight Staff


A lot has been stated about how new mediums have modified promoting — although social media is the suspect all people normally factors to, Google Adverts and YouTube are additionally responsible. However transformations in society at giant are much more liable for how companies select to promote themselves to shoppers, and award committees are in tune with the general public’s expectations.

One of many tropes of FMCG firms’ advertisements was the smiling mother, dad, and youngsters across the breakfast desk. That, nevertheless, doesn’t reduce it anymore. Not solely does the general public demand extra range and fewer stereotypes in publicity campaigns however regulators are attempting to curb unrealistic clichés in advertisements. Final yr, for instance, the UK banned “dangerous gender stereotypes” on the grounds that they will limit the alternatives, aspirations, and alternatives of kids, younger individuals, and adults. A variety of adverts have already been withdrawn due to the ban, together with items for giants like Volkswagen and Mondelez (of Philadelphia cheese).

So we’d wish to reward 5 campaigns from the final yr that haven’t solely joined this pattern but additionally had been awarded by juries of creativity festivals.

THE LAST ISSUE

Our first shout-out goes to VMLY&R Poland — primarily based in a rustic with a historical past of gender points and sexism. What they did went approach past the boundaries of a regular journal print advert. When their crew discovered that Twój Weekend (“Your Weekend” in Polish), the nation’s most-read grownup journal (depicting bare ladies as intercourse objects for nearly three a long time), was going through monetary issues and got here up on the market, they determined to take the chance to make a daring assertion.

VMLY&R satisfied main Polish information portal Gazeta.pl to crew up with Mastercard and BNP Paribas — two manufacturers with a long-term dedication to empowering ladies — to purchase the journal solely to close it down without end. However not and not using a correct farewell.

They revealed a remaining concern, launched on Worldwide Ladies’s Day, with the very same format, construction, and sections as earlier than however with its content material completely subverted: as a substitute of pornography and reinforcement of a view of girls as intercourse toys, the publication was all about intercourse schooling, gender portrayal, equal rights, sexism, and extra.

https://videocdn.filespin.io/api/v1/video/d1e1b975e6c24d3c999a9f1f9a04e214/720p-video.mp4

The final concern of Twój Weekend was its best-selling concern in over a decade, and the marketing campaign gained Poland’s first-ever Cannes Lions Grand Prix.

VIVA LA VULVA

The traditional tampon and pad advert cliché embrace smiling fashions and blue liquids that keep away from in any respect prices any clear reference to their precise performance: to soak up menstrual circulate. Each model has made principally the identical advert for many years.

Swedish model Libresse determined to alter that. Their campaigns over the previous few years have made the corporate’s advertising and marketing communications the epitome of latest femininity. They began in 2016 with No Blood Ought to Maintain Us Again:

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