Bodyright - "March Unfiltered"

TBWA Group New Zealand

TBWA Group New Zealand Auckland, 新西兰

1373

该广告属于ACT Responsible项目展品

品牌: Bodyright
国家: 新西兰

广告主: Bodyright

标题	March Unfiltered
广告公司	TBWA Group New Zealand
广告战役	March Unfiltered
广告主	Bodyright
品牌	Bodyright
首次发布日期	2022 / 3
行业领域	机构/公益组织/非盈利组织
哲学	Global initiative Bodyright, from TBWA\New Zealand, is continuing its fight against unethical retouching and misrepresentation of the human body with ‘March Unfiltered’. The new campaign, which consists of a week of active support between March 28th and April 3rd, encourages brands, influencers, and advertisers of all types to flood their feeds only with authentic images that remain unfiltered and unretouched.
问题	The increasingly widespread use of filters has already been shown to exacerbate issues with mental health, body image, and self-esteem. Girls and boys alike report feeling worse about themselves after scrolling through Instagram, comparing themselves to the swathes of airbrushed and unrealistic bodies before them. Evidence from the American Academy of Facial Plastic and Reconstructive Surgery even reports that some users are undergoing cosmetic procedures in an attempt to look more like their online selves. In such a climate, it’s more important than ever to ground people back in reality. Whilst many governments have discussed legislation, Bodyright launched last year and took the opportunity to lead this movement, encouraging people and brands to take a stand. The movement is centred around Ⓑ, a unicode symbol free for anyone anywhere to use on their images or social profile. Just as the copyright © communicates proof of ownership, the Bodyright Ⓑ will communicate proof of unretouched authenticity, reminding viewers of what bodies really look like - sharing realistic weights, scars, skin tones, pores, acne, and body hair. These images will not only celebrate authentic, unedited bodies, but raise awareness for the issues surrounding deceptive filers and unethical retouching apps. Rather than focus on the artistic or visual, the Ⓑ will verify that what you see is a true representation of a human body.
媒体类别	电视
长度	90 seconds
首席创意官	Shane Bradnick
创意总监	Wiktor Skoog
Chief Executive Officer (CEO)	Catherine Harris
创意团队	Poh Leongkok
创意团队	Junior Creative Producer
制作公司制片	Jodi Hari
制作公司制片	Tom Colbeck
Business Director	Briar Kensington
Business Director	Ruth Coulson
Group Business Director	Ian Benet
Business Manager	Helena Nuich
Social	Lydia Campbell-Robinson
General Manager	David Parkinson
Director of Operations	Katie Oliver
项目经理	Rachel Dinh
制作公司	Good Oil
导演	Josiah Watson
摄影指导	Jake Munro
执行制片	Andrew McLean
Managing Director	George Mackenzie
Colorist	Matic Prusnick
特效	Richard Borg
Composition	Cam Ballentine
音效	Cam Ballentine
摄影	Troy Goodall