Bodyright - "March Unfiltered"

TBWA Group New Zealand

TBWA Group New Zealand Auckland, Nouvelle-Zélande

1393

Cette création fait partie de la Collection Act Responsible

Marque: Bodyright
Pays: Nouvelle-Zélande

Annonceur: Bodyright

Titre	March Unfiltered
Agence	TBWA Group New Zealand
Campagne	March Unfiltered
Annonceur	Bodyright
Marque	Bodyright
Date de première diffusion/publication	2022 / 3
Secteur d'activité	Institutions / Interêt Public / Associations à but non lucratif
Philosophie	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.
Problème	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.
Type de média	Télévision
Longueur	90 seconds
Responsable de la création	Shane Bradnick
Directeur de création	Wiktor Skoog
PDG	Catherine Harris
Equipe créative	Poh Leongkok
Equipe créative	Junior Creative Producer
Producteur, maison de production	Jodi Hari
Producteur, maison de production	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
Chef de projet	Rachel Dinh
Maison de production	Good Oil
Réalisateur	Josiah Watson
Directeur de la photo	Jake Munro
Producteur exécutif	Andrew McLean
Directeur Général	George Mackenzie
Coloriste	Matic Prusnick
Effets spéciaux	Richard Borg
Composition	Cam Ballentine
Son	Cam Ballentine
Photographie / Illustration	Troy Goodall