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    Dove ‘Athletes’ was a website and social campaign which showcased the media’s negative commentary on female athlete’s appearance instead of focus… Read More
    Dove ‘Athletes’ was a website and social campaign which showcased the media’s negative commentary on female athlete’s appearance instead of focusing on their achievements. We scraped the internet for news publications containing this type of writing, posting quotes on the 'Athletes' website. Users could view these and respond back to each author. Read Less
    Published:
Dove ‘Athletes’ was a website and social campaign showcasing the media’s negative commentary on female athlete’s appearance instead of focusing on their achievements.

We scraped the internet for news publications containing this type of writing, posting quotes on the 'Athletes' website. Users could view these and respond back to each author.


My Role: Creative Ideation, Art Direction & Design    |    Production: Resn    |    Agency: Razorfish New York    |   Client: Dove
The creative concept for the campaign and film treatment was the idea that the more the media focuses on the athlete's appearance, the less we see her achievements.

Each time a quote appears on top of an athlete, they disappear into the background.





Awards

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Webby Winner & People's Choice Winner (2017)
D&AD Wood Pencil (2017)
FWA of the Day