New York ad agency Badger & Winters have pledged to stop objectifying women in its ad campaigns by calling out the sexist tropes commonplace in advertising.
The campaign #WomenNotObjects features women lampooning examples of sexist ads, “I love giving blow jobs to sandwiches,” says one woman holding up Burger King’s campaign. The agency has also promised to limit the airbrushing of women in its ads.
Badger & Winters hopes to spark a wider conversation and drive change. Co-founder and chief creative officer Madonna Badger told The Wall Street Journal: “The campaign is aimed at everyone who needs to think about what we are doing and how we can change the way we portray women in advertising and media.”
Badger is no stranger to using sex in advertising: most notably she created the early 90s Calvin Klein’s ads featuring Mark Whalberg and Kate Moss both posing topless. “If I said I never did it, I would be a liar,” she said.
The campaign is honouring her three young daughters who died in a house fire on Christmas Day in 2011. The fire killed Badger’s parents and her three daughters, 9-year-old Lily, and two 7-year-old twins, Sarah and Grace after fireplace embers were improperly discarded.