A campaign made by TBWA\Helsinki features two powerful images of young people looking in the mirror and seeing things they think should be improved in their own appearance.
Problems with self-esteem and self-acceptance are beginning to be more common in younger people than ever before. Social media and its many beauty filters distort the self-image of children and young people. Media has the power to influence the current standards of beauty – either by adding the pressure to look a certain way or alleviating it.
A Finnish young people’s media Demi launches a campaign in the hopes of opening a conversation regarding the pressure of the many beauty standards teenagers have to face.
“As a young people’s media, we are very aware of media’s influence in shaping what is considered to be beautiful. That’s why we represent real people instead of models in our media outlets. Not to mention, that there are so many other important topics besides beauty to talk about”, says the Editor in Chief of Demi, Päivi Lehtomurto.
The images of the campaign feature both a young boy and a girl looking in the mirror and seeing things they shouldn’t – marks for cosmetic surgery. Dramatization stems from real life: because of the so called ‘Snapchat dysmorphia’, even Instagram has announced the removal of all selfie filters imitating the results of cosmetic surgeries.
The photoshoot was done together with Tuukka Koski from Koski Syväri Agency. Kasimir Häiväoja from FLC Helsinki carried out the post-processing.
“Traditionally images like these are shot in a controlled studio environment and the photos edited in post-processing to look plastic-like. The viewer recognizes it easily as advertising – something that is not necessarily true. That’s why we tried to create realistic, yet dramatic, real-life looking photography for the viewer to identify better with the people in the images”, explains the Creative Director of TBWA\Helsinki, Erno Reinikainen
The campaign is being showcased in print, online and out-of-home advertising spaces during the first part of the year.
Please login with linkedin to commenttbwa
Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]
SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]
Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]