Marie Claire
Ahead of International Women’s Day, Marie Claire magazine asked us to take our pick from a number of vintage ads that were sexist and misogynistic, and reimagine them for the society that we live in today.
We opted for a Seventeen Cosmetics ad from 1947.
Along with other executions representing different agencies, our ad was featured on Marie Claire’s social and digital channels, in addition to running in the April issue of the printed magazine to celebrate International Women’s Day.
Role: Art Director
“Bygone beauty ads made women feel like they needed makeup for a man’s approval and admiration. Thankfully, most beauty ads nowadays tell a more truthful narrative. We don’t wear makeup for men - or anyone else for that matter. A little touch of our favourite products can help us feel our best; and there’s nothing we can’t achieve when we’re full of self-love. By changing the narrative and imagery used to represent women, advertising can help shift how the world sees us, and most importantly, how we see ourselves.”
Along with Marie Claire’s own audience footprint of 1.3 million, the work was picked up by multiple outside publications, including AdNews, Media Week, Magazine Networks, and Mumbrella.