marie claire announces Sex(ism) Doesn’t Sell campaign for International Women’s Day
• The ads will challenge the beauty stereotype of women
marie claire has challenged Australian advertising agencies to reimagine sexist ads from the past to mark International Women’s Day on March 8.
Ogilvy, 303 MullenLowe and Clemenger BBDO will be giving a series of retro campaigns a modern makeover to bring them up to speed with a gender-equal world.
The ads will challenge the beauty stereotype of women making themselves look good for men and the view that there is only one perfect body shape and remove the sexist imagery that degrades women.
marie claire editor Nicky Briger said: “We’ve come a long way since the days when advertising positioned women as second-rate citizens. It’s actually shocking to see the past imagery, and reminds us how far we’ve come. This International Women’s Day, we’ve taken the opportunity to change the narrative and rewrite history in a tongue-in-cheek way.”
Several pieces of the creative feature in marie claire’s April issue, on sale March 5.
