To mark International Women’s Day on March 8, marie claire has challenged Australian advertising agencies to reimagine sexist ads from the past in an attempt to rewrite past wrongs.
Ogilvy, 303 MullenLowe and Clemenger BBDO have joined marie claire in giving a series of retro campaigns a modern makeover to bring them up to speed with a gender-equal world.
The reworked ads change the bygone beauty stereotype of women making themselves look good for men, do away with the view that there is only one perfect body shape and take on outright sexist imagery that degrades women.
marie claire editor Nicky Briger said: “We’ve come a long way since the days when advertising positioned women as second-rate citizens. It’s actually shocking to see the past imagery, and reminds us how far we’ve come. This International Women’s Day, we’ve taken the opportunity to change the narrative and rewrite history in a tongue-in-cheek way.”
Several pieces of the creative feature in marie claire’s April issue, on sale March 5, as well as across the brand’s total audience footprint of 1.3 million.