‘Because being different makes us unique’ this is how ends ‘Dolls’, the Pavofrío commercial of this summer, brand of Campofrio group, a Spanish company leader of meat products in Europe and one of the five most important of the sector in the world.
With this commercial Pavofrío wishes to pay homage to women who every day are given to the many facets of their life: maternity, couple, friendship, work … This brand is intended to make us feel unique.
Women never have liked us to see our identification snapshots, in fact showing documents and ID photos is always embarrassing, since it is a common trend not to be favored in those pictures.
Koleston, a brand of beauty that is concerned about women’s self esteem, did what no other brand has ever done. It created a beauty salon with a photographic studio in Brazil. The aim was help to women to appear beautiful in some snapshots photos. The action was initiated at the International Women’s Week, lasted about a week and had the participation of more than 2000 women . It was news on TV stations all over Brazil, in newspapers, the Internet and it spread through social networks leading to a great number of comments in Twitter.
This week we published the interview to the creative director Kate Davis and she told us that she likes U by Kotex as the campaign aimed to women of the year.
Kimberly-Clark, owner of the Kotex brand, has been a refreshing change with the campaign for this brand. It all started because the company looked itself hard and found that they had to change, change it advertising and it conversation with women.
In june Vogue Eyewear launched a contest on Internet and in shopping centers of different cities in the world. The aim was to bring the latest trends of the brand to women. Vogue Eyewear selected Magic Touch agency to develop this marketing action.
1500 women went to the stands installed in the shopping centers where the brand offered their advices about fashion trends and custom styling, to adapt the clothes to their physical traits.
AdWomen has created a Facebook page about the feminine side of the advertising festivals. The launch has coincided with the beginning of the 57th Festival de Cannes Lions.
On page you will find videos with interviews of jurors such as women jury representing Brazil, and videos of the campaigns that have been created by a some Creative Director woman, as a ‘Pen Story’ spot where Alexandra Lier is the Creative Director. You will find the campaigns that have been selected in the shortlist of different categories, for example, ‘Born to Fit’ where Shira Bogart is the Creative Director. You can participate in an open discussion about the number of the women in the juries of the advertising festivals. And finally, from today you can also see the award-winning campaigns where there is a woman as creative director, as ‘Red flag’ of Ogilvy Shanghai that it has won a Silver Lions and has to Natalie Lam as Executive Creative Director.
Through the page we informe you of what happens from the female perspective in the advertising festivals.
We encourage you to partipate in the page, leave your comment and share the page with your friends.
Do you want to get fit and reduce cellulite in four weeks? The HC BCN agency has created the first virtual camp that helps to fight the skin orange through a online personalized treatment.
This virtual community was created for the launch of Thiomucase extreme areas, an anti-cellulite stick developed by Almirall, spanish pharmaceutical company.
After it’s success in France, Germany and England, the Wilkinson’s new product called ‘Quattro for Women Bikini’ arrive to Spain with the intention of becoming an important gap in the market for female depilation.
It is the first device that shaves, cuts and transforms the bikini line. It allows women to achieve a defined and carefully image in the most sensitive zone.
With this new women’s razor, Wilkinson, belonging to the Energizar group has entered successfully in the main European markets. According to data provided by the agency, 18% of British women have already tried Quattro for Women Bikini, in the first seven months of 2009 Wilkinson sold over a million units in the UK. In France and Germany is the best-selling razor since its launch.
The Olympians are a sporting event that generates more interest among women, 76% of American homes they see it. P&G as a sponsor of the U.S. team, it decided, coinciding with the Olympic Games in Vancouver in 2010, conducting a campaign of corporate image dedicated to the mothers, especially to the mothers of athletes who have been always supporting their children to the top Olympic . Without them, this dream would not have become reality. The campaign offered financial assistance to mothers and families of athletes to travel expenses and accommodation in Vancouver to asist the Olympic Games which were held between 12 and 28 February. With this gift P & G wanted to express its appreciation for the hard work and dedication to the mothers of the American team.
The agency Mullen, in Boston, has been the creator of the Zappos.com new campaign, online business of shoes and clothing. This campaign launched on 18 March. Its purpose is to emphasize the good customer service that it’s characteristic in Zappos and it’s very important when making Internet sales.
The campaign uses traditional media: television commercials and print graphics. It also uses interactive media: videos and ads on Web sites and social media like Facebook and YouTube. Also it will appear in unexpected places and in plastic trays in the security checks of the airport, as a nod to its origins as a shoe retailer.
As 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.
