Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Source: Adweek
Brazilian beer brand Skol is owning up to its sexist past. In a video for its latest campaign, “Reposter,” it openly shares previous ads in which sexy women are pretty flagrantly used as product bait.
“These images are part of our past … but the world has evolved, and so has Skol. This doesn’t represent us anymore,” said the brand, and then it gave those posters to six female illustrators, who recreated them to promote more inclusive, respectful messaging.
The illustrators were Eva Uviedo, Criola, Camila do Rosário, Elisa Arruda, Manuela Eichner and Carol Rossetti, who worked with agency F/Nazca Saatchi & Saatchi.
“I accepted this project because I think it’s important to deconstruct stereotypes, preconceived notions,” says Criola.
“Reposter” actually succeeds at making sexism look tired, providing vivid and refreshing rebuttals to the platitude “sex sells.” But the best part of it all is how openly Skol owned its own problematic past, and sought to actively and openly change it.
“One thing I wanted to do was take the woman away from the role of the person serving the beer,” adds Arruda, who, in her “reposter,” positions the woman as the consumer.
See GIFs of three of the poster transformations here: