For this One Show competition we were challenged to come up with an idea to address gender inequality or identity in the digital world. We decided although it's easy to blame others for gender inequality, we need to recognize one thing. It starts with us, the individual. Rather then telling millennials that they are part of the problem, we're going to let them figure it out for themselves through simple yet sharable experiences.
Art Director // Katie Hopkins & Blake Lewis
Copywriter // Jorie Haynes
Photo Retoucher // Stephanie Staples
Designer // Jen Richey, Jasmine Callister & Crystal Yenling
case study video.
Through a mobile-optimized website, users are asked to pick characteristics that best describe them. They are then matched with two celebrities sharing these characteristics. Their so called “manly” qualities match them with women and their so called “feminine” qualities match them with men. Upon recognizing this, users learn that characteristics don’t define our gender, they define us. The users will then have the opportunity to see what their new look is. Their picture is mashed with the two celebrities they matched and can be directly shared to their social media sites.