Image_Hack

Baggrund

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 the consumers to have a positive feeling about our brands.

Løsning

To help agencies and advertisers change their ways, we needed to offer them the tools to do so, so we looked at stock-sites, where most agencies purchase the images they use and what we saw was not a realistic image of today’s society, so we started by changing that. We teamed up with leading photographers and created non-stereotypical images of women, which we then uploaded to the stock-sites, so when people searched for ‘Beautiful women’ they would get pictures of women from their best sides.

Resultat

• 331 photographers joined the cause and uploaded their pictures to Shutterstock
• +10.000 pictures uploaded to the site
• 2.431 pictures has been downloaded from the site
• 100.000.000 media Impressions, without almost any media spend
• 42 different brands supported the message, by either purchasing images or creating their own.

Dove

Claus Mølholm Hansen

Marketing Manager & Country Business Leader

Mindshare

Kenneth Kaadtmann

Creative Director

Michael Hansen

Client Director

Sune Overby

Art Director

Anne Ingevold

Copywriter

Andreas Berglund

Digital Designer

Mette Bacher

Head of social