Amadeus is an organization that develops software for the Travel and Aviation industries. March - 2013 was chosen by them as their 'Women's Month' - which invited applications from women with leadership potential. Three posters were created for this purpose. The concept combined the traditional notion of the woman with the modern, present day notion of her, in order to properly define the Woman Leader of Today.
Concept Note: Women have been stereotyped as being not very serious, only fit to take care of the house, the children and the shopping. But one must keep in mind that stereotypes do not just materialize from nowhere. They are frequently, loosely rooted in fact.
It is a fact that society has been crafted in such a way that most women are better caregivers. Their biological makeup is such that most of them are more emotional and are better at showing affection and receiving it. However, what the stereotype ignores, is that women have incessantly been doing great things through time. This is despite their baggage of roles and duties that society thrusts upon them.
When we look at the journey of The Woman across time, we cannot escape seeing that it involves cooking and cleaning and housekeeping – but this is just how society is structured. While the journey has all these menial tasks, it also has several great tasks that range from discovering radium to founding and heading India’s biggest biopharmaceutical company. This is the focus of the campaign.
