Droga5's Gender Equality Campaign Proves Something is Missing
Laura McQuarrie — March 21, 2015 — Marketing
References: not-there.org & adweek
Although there are many people in this day and age that would claim we're now at a point where women are as equal as men, this gender equality campaign aims to prove otherwise. In support of International Women's Day, Droga5 created a campaign to emphasize that women "still aren't there."
In order to spread this message in a dramatic way, the agency partnered with major brands like Kate Space, Under Armour, H&M, Diane von Furstenberg, Snapchat and Condé Nast. The stunt involved removing women from the images of advertisements, making them seem totally nonexistent. Posters getting rid of the Mona Lisa and Rosie the Riveter were also included as part of this effort, making it apparent that something is definitely missing when it comes to equality.
In order to spread this message in a dramatic way, the agency partnered with major brands like Kate Space, Under Armour, H&M, Diane von Furstenberg, Snapchat and Condé Nast. The stunt involved removing women from the images of advertisements, making them seem totally nonexistent. Posters getting rid of the Mona Lisa and Rosie the Riveter were also included as part of this effort, making it apparent that something is definitely missing when it comes to equality.
Trend Themes
1. Interactive Gender Equality - The trend of using interactive methods in gender equality campaigns can disrupt traditional advertising and engage a wider audience.
2. Inclusive Brand Partnerships - The trend of collaborating with major brands in gender equality campaigns can create powerful statements and amplify the message.
3. Visual Representation Critique - The trend of challenging visual representation through the removal of female figures in ads can spark discussions on gender equality and societal norms.
Industry Implications
1. Advertising - Disruptive innovation opportunities in the advertising industry include exploring new ways to challenge societal norms and promote gender equality through creative campaigns.
2. Fashion - The fashion industry has an opportunity to promote inclusivity and gender equality by partnering with gender equality campaigns and showcasing diverse representations of women.
3. Technology - Innovations in technology can be leveraged to create interactive experiences that challenge gender stereotypes and encourage dialogue on equality.
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