Addressing the prejudices that almost every woman encounters throughout her life, regardless of age, status, or place of birth, the campaign seeks to redefine the phrase “All women are the same.”
You’re all the same
How many times have you heard the phrase “All women are the same” and felt it was said with a negative connotation? Or maybe someone told you, “You’re not a typical woman,” as if it were a compliment? Perhaps we do this unconsciously and in jest, but it’s time to ask why women are often spoken of in a way that diminishes their uniqueness.
Stella Bogovac, Creative Director, I TO NIJE SVE!: “There is a prejudice that women don’t support each other. With this campaign, we want to show that there are situations where only another woman can understand and support a woman, because each one faces the same societal expectations and prejudices daily. One of those things is the phrase “You’re all the same,” which is always used in a negative context, implying that all women share the same flaws and negative patterns. We decided to turn that shameful phrase into a proud “We’re all the same.” This allows us to talk about experiences women share, to foster empathy, and to strengthen the community.”
You’re not a typical woman
It’s hard to acknowledge women’s authenticity, but it’s also not desirable to be a typical woman. Therefore, every woman who tries to meet others’ expectations will strive to meet impossible standards.
“The creation of this campaign required respecting the creative process without rushing or jumping to ‘first thought’ conclusions, as society often does when it comes to women. The idea took a long time to develop, with a lot of reading, writing, erasing, and rewriting. It wasn’t enough for just us and the client to be satisfied. More than anything, it was important for the women the campaign is addressing to be satisfied. Women of all ages, mothers, daughters, athletes, chefs, managers. That’s why focus groups, organized in collaboration with the SmartUp market research agency, were a crucial part of the process. Yes, all confirm that stereotypes are still very much alive and harmful, despite the fact that they’ve been talked about for a long time. But no, there is no evidence that these stereotypes are based on truth. The truth is that we believe in ourselves less than men do, we tend to follow rules more strictly, so we won’t apply for a job unless we meet all the criteria. The truth is that we are less likely to make risky decisions, and we are more likely to neglect our own needs. The truth is, we tend to help each other,” shared Jelena Zelenbrz Kvasnička, HR Manager, psychologist, and Art of Participatory Leadership facilitator, I TO NIJE SVE! creative agency.
Željka Mojzeš, Head of Marketing & PR, BIPA: “This is one of the most emotional campaigns I’ve worked on. Few brands have the true strength to fulfill promises and remain consistent with them, but BIPA, as a ‘women’s’ company, can without hesitation take a stand and show that it understands, supports, and encourages all women in their daily challenges and ‘struggles’ because we live that – through our individual, intimate experiences but also our corporate values. In today’s world full of filters, our desire was to use the power of the BIPA brand to tell all women to be unapologetically authentic, to listen to their desires and dreams, whatever they may be, no matter what others think. It is also important not to forget that, no matter how different we may be, we are ‘the same’ at every moment because we share common experiences and only a woman knows what it’s like to be in a woman’s shoes – with all the good and bad that comes with it.”
Behind the scenes from the filming of the #unstoppable campaign. Photographer: Vid Redža
We are all the same. Unique. #Unstoppable! We can watch the somewhat controversial execution of the creative idea “We are all the same” on Nova TV, the #unstoppable website, and all other communication channels of the BIPA brand.
VIDEO: https://www.youtube.com/watch?v=WtweqlcV1EU&t=15s
Client: BIPA Croatia:
Gorana Blagus, Digital Marketing & PR Senior Specialist
Željka Mojzeš, Head of Marketing & PR
Ema Đuroković, Marketing Specialist
Lucija Grabvulovac, Junior Digital Marketing & PR Specialist
Paula Bračko, Digital Marketing & PR Specialist
Agency: I TO NIJE SVE! creative agency
Karmen Obradović, Client Service Director
Stella Bogovac, Creative Director
Igor Zivković, Senior Copywriter
Ana Despot, Senior Account Manager
Švenk production, Production
Renata Lučić, Director
Lazar Bogdanović, DOP
