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Joe Wangler \\ CD | ART
Joe Wangler \\ CD | ART
On the heels of the Don't Risk Dudeness campaign that lasted one day, we were tasked to come up with an idea to save Veet from the negative backlash. So we came with a campaign asking women a series of questions in which they define femininity in their own words. We go where our target women (college / post college) are and where femininity (and even body hair) are top of mind. But we’re not going to ask women to talk about body hair.
We’re simply going to ask them a few questions on what it means to be a woman: What does FEMININITY mean to you? What does it mean to be graceful? How is being a woman today different? What's more important, strength or beauty?
These questions are purposely open-ended, which allows the person answering to interpret, even personalize the question. This results in a greater range of responses. All content is cut, edited and pushed through social channels
ROLE: CONCEPT, ART DIRECTION, IDENTITY
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THE CHAIR
We start with one consistent element to each scene. A simple yet elegant chair.
The chair appears as a juxtaposition to the places where we’re going to interview women: at the beach, a jogging path on a weekend, on the sidewalk in a boutique shopping district, outside a popular club or restaurant. These are places where women are likely to be wearing swimwear, short skirts and sundresses, shorts, sleeveless tops, etc.
VISUAL APPROACH
The visual approach is meant to create evocative, positive emotion. Color and balance are part of the composition of each scene. The women participating are framed in such a way that it feels like a portrait. Focus is on individualism and personality.
SHOOTING STYLE
As people respond to our questions, we’ll cutaway to close up shots of arms, legs, etc. in a natural way as they talk. This subtly shows the places on your body where Veet is used.