Archive for the ‘Creativity for women’ Category

Beauty, for who?

Thursday, March 18th, 2010

carocuoreAs a woman I have been exposed during the last years to a great number of adverstisings which show different types  of women characteristics. One of these campaigns which carried on a great impact in Argentina was “Real Beauty” by Dove. In the same, one could visualize as models women showing more pronounced body curves, normal body weigth, which led to a greater identification by the majority of the female population, One of the objectives of this campaign was to change the type  of restrictive models and they have even achieved steps towards the development of the “Dove Foundation to Self-estime”. They not only work directly with girls and mothers, but also to include different organization.  Really a great enterprise!!

However, at the same time we receive this message, the market is still filled with advertisings incuding women with unattainable types of models from common women: slims, tall, outstanding beauty. These “models” appear not only in publicity of  cloths, perfumes, cars, but also in adds depicting them as “common housewifes” doing the house chores, playing with the kids, cooking, and looking glamorous and ready for love at any time.

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Calzedonia’s Commercial: ‘We hope that it will be girl’

Wednesday, March 17th, 2010

In 2006 Calzedonia shocked the Italians with a spot that now has come to Spain where he is not going unnoticed, because if something is good, is good always. The good ideas are timeless.

In the ad shows images of the most significant moments of a woman as her first ballet performance, a job interview or her wedding. In all moments Calzedonia is present.

It is an original ad that manages to sensitize women with the mix of endearing images and the beautiful song ‘She’s Always a Woman’ by Bill Joel, bringing the ad to the infinitum.

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The success of Rethinkher in Barcelona

Wednesday, March 10th, 2010

On March 4, took place in Barcelona the 5th International Forum of Communication and Branding: Rethinkher which included professional expert speakers on the topic. , as Janne Cunnigham, Philippa Roberts, Avivah Witenberg-Cox, Ignacio Morgado, Alberto Pierpaoli, Carolina Foster Kenny, Jesus Alonso, Alfons Cornella and Marti Barletta. They stressed the need for greater presence of women in the world of communication and demonstrated through studies, facts, figures and arguments that the woman is a new ’superpotency’.

We leave the manifest of Rethinkher which reflects the most important ideas, the links with the impressions of the bloggers attending the Congreso, and the videos of the event and interviews with speakers.

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Dare. Change

Wednesday, February 3rd, 2010

It’s an ad for the brand of clothing Saga Falabella in Peru. It shows several women in different situations. Each one shows a fear of change, but they decide to confront their fears, they decide to beat the wolf within.

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The new advertising strategy of Reedbok: Jukari

Friday, January 15th, 2010

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The Reedbok market share has declined in recent years, although the brand was bought by Adidas four years ago.

To solve this, Reebok has decided to return to its origins and focus on women as a target audience, the same that prompted him to their reputation and sales in the 80s and 90s.

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The best of 2009

Monday, January 4th, 2010

To close the year, we thank you for visiting the blog and the comments you left us and we want to invite you to join the blog in the new year 2010, we look forward to your opinions and suggestions for improvement.

Here we leave a list of 10 best posts of 2009. Happy New Year.

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1. Interview with Ruth Lee: A great professional who responded us with many examples in one of the best interviews of this year. Thanks for your generosity, Ruth.

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peter-pan12. Olay return us to childhood: Very debated by users because of different interpretations of the graph.

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jonathan_punter_concept_car_2006_60023. Women buy 50% of the cars: A market conquered. And Harley Davidson worries for the women first time in the history.

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imagen-244. A dress of clouds: Creativity by women and for women: a story that talks about feelings and motivations.

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outdoor5. M vs W: This year Nike opened the battle of sexes that it has been a continuation trivial, will become a saga in 2010?

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thumb_event016. Golden Stiletto Awards:  Congratulations She Says to reward the creativity by women.

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untitled-27. Women love to cut the lawn: A different form for a product category of women, which even surprised to women marketing proffesionals.

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grafica_womeninsuccess8. Women are better in marketing: 80% of respondents agree that women are experiencing great success in marketing departments.

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9. What announcing this graph?: We started a discussions in Linkedin about this post entitled TOY BOY and we get a record of 300 visits in one night, with 50 reviews in the social network. A big surprise. Thank you for your participation.

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10. Do you think there is a female factor in creativity?

Anna Lubowska, President of the Board of the Advertising Agencies Association of Poland (SAR) and Member of Executive Committee of Effie, member of jury in the latest edition of the Golden Drum.

“Sure!”

Svetlana Ćopić, Deputy Creative Director of New Moment New Ideas Company and member of jury in the latest edition of the Golden Drum.

“Not in creativity, but in the way that the business is done. I think that women have introduced some new qualities to this tough and competitive profession and are changing it in a direction that is more comfortable for both sexes.”

Rossella Sobrero, President of Koinètica and member of jury in Cannes Lions 2009.

“I’d rather call it a “female approach”. A winning approach, especially in social campaigns where attention and sensitivity are essential.”

Uschi Henkes,  Executive Creative Director and founder of Zapping/M&CSaatchi and member of jury in Cannes Lions 2009.

“I can only repeat that in my opinion creativity knows no gender. But at work, I think we are more flexible and can do more things at the same tie.”

Maria Luisa Francoli Plaza, Global CEO of MPG and member of the jury of Media category at Cannes Lions 2009.

“Yes, it’s about realism.”

Astrid Von Rudloff, CEO of Weber Shandwick in Germany and the only German member of the first PR jury in the Cannes Lions.

“Maybe surprisingly: pragmatism. Women tend to look for a good solution; men look for the big idea.”

Jureeporn “Judee” Thaidumrong, Founder and Creative Director of JEH United and member of the festival’s jury Clio Awards.

“As I said before, female Creatives can bring a sensitivity and attention to details to the table.”

Katrien Bottez, Creative Director of Duval Guillaume and Member of the festival’s jury Clio Awards.

I think women can add depth and relevance to creative work, but on the other hand you must not exaggerate the importance of this female factor. Once a campaign of mine was flagged by a woman rights organisation describing it as “woman unfriendly and visibly made by men.”

THE CHANNEL THAT MAKES YOU WANT TO BE A GIRL

Wednesday, November 11th, 2009

The key of humor that uses this campaign is a fun way to position and to connect with the feminine public.

Thanks to these spots that make us enjoy a good time and actually connect with us. It also shows us that men don’t like our things, it’s natural, we live in the same world, we are human beings but we have our differences. Being a woman is something special, and well seen in this campaign..

Give up for June tv!

FROM DIGITAL TO REAL LIFE RETOUCHING

Friday, November 6th, 2009

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Due to the discussion started on the elder post Photoshop: ¿use o abuse? I am going to give the debate a new approach.

Personally, I agree with everything we talked on the other post. The law proposal seems to be a way to distract our attention from other mayor problems, as many governments have been trying to do lately.

Nevertheless, the topic is really interesting and there are other points of view we haven’t taken into account yet. Things like one of Ralph Lauren’s latest campaigns shouldn’t be allowed:http://www.huffingtonpost.com/2009/10/14/filippa-hamilton-ralph-la_n_320396.html

But on the other hand, we find photographers such as Jill Greenberg or Garrigosa who base their work in retouching techniques with a lot of talent, and that shouldn’t be banned.

We should be really worried about some models’ extreme slimness, as that is no digital retouching… it is real life. Paris Fashion Week is an example of what we need to be concerned of. During its celebration controversy was once again raised, as some of the models didn’t reach the minimum weight required in many countries… and that happens in the same country that wants to tag the use of Photoshop!

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“WOMEN DECIDE”, HOW CONNECT BETTER WITH THE FEMENINE PUBLIC IN THE INTERNATIONAL FORUM RETHINK-HER

Monday, November 2nd, 2009

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Under the slogan “Women decide” www.ellasdeciden.com and marketing, communication and branding designed by and for women as main theme, the Business and Advertising Association of Cataluña will call a meeting of the most prestigious experts in the industry to know the keys that really can have influence on the most influential target today: women.

With an expenditure amounting to over 8,000 million euros per year, women make 70% of purchases worldwide. This emerges from a study conducted by The Boston Consulting Group (BCG) in which took part more than 12,000 women from 22 countries during 2008.

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DO YOU HAVE A “SUPER MOM”?, WOMEN IN ROMANIA SEEN BY ADVERTISING

Tuesday, October 27th, 2009

AdWomen readers are growing. We are and more. An example is the incorporation of new contributors to our blog from countries like Venezuela or Italy. Diana Munteanu will be our correspondent in Romania and give us her points of view about the situation of the Romanian advertising in general and the campaigns made by / for women. If you want to be one of them and join us from anywhere in the world to write your post, please send us an e-mail to: adwomenblog@gmail.com or leave your comment on the blog.

Do you have a “Super mom”?

Francois Brune says in his book “Le Bonheur conforme. Essai sur la normalisation publicitaire” that women tend to think that their houses are an extension of their personality: stains are an obsession, they want to have everything cleaned and perfection is a must. These facts lead to the abusive use of detergents and soaps. In conclusion, companies pushed their way into the exploration of this perception.  An example is “TIDE” with “Super moms” in Romania. Mothers have some great powers; they can make things better and everything possible. In Romania every woman wants her house to be cleaned. If you go in a supermarket you can see that there are a lot of shelves full of detergents of any kind.

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