Advertising - Posters & Press
The Body Shop - 'Love your body' campaign
The Body Shop 'Ruby' ad
This ad was part of the 'Love your body' campaign, whose underlying proposition was to challenge and stimulate public debate on female self-esteem and to position The Body Shop's ethical policy in this context.
The strategy focussed on developing the campaign principle, in this instance reflecting on icons and questioning the way the female body has been, and is, represented in the media.
The implementation of this ad saw the use of a doll, in the proportions of the average woman, challenging perceptions, from the stick-like supermodels used in much advertising to icons such as Barbie and Sindy that many of the target audience had grown up with.
'Stone' ad
Another ad was developed as part of the 'Love your body' campaign.
The strategy focussed on developing the campaign principle, in this instance embracing enjoyment of life, whatever you look like. The execution delivered on the concept and challenged the way women see their bodies.