Until New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At No. 7 in integrated, this startling campaign out of Droga5 New York boldly illustrated how women have not yet achieved proper representation or truly equal rights in society by removing them altogether -- from the covers of popular magazines, billboards and from film.
The Bill, Hillary & Chelsea Clinton Foundation teamed up with the Bill & Melinda Gates Foundation as well as brands and media companies like Under Armour, H&M, Conde Nast, iHeartRadio and Snapchat on International Women's Day to inspire women's rights conversation amongst female American millennials.
The "Not There" campaign, created by Droga5, includes this video directed by Alison Maclean of Park Pictures, with recognizable voices of actresses and funny women Amy Poehler, Sienna Miller, Cameron Diaz and Jenny Slate. The ladies' bodies, however, are conspicuously missing from every shot -- playing on the idea that women -- and their rights -- are not there (yet).
In addition, certain New York City billboards and Conde Nast magazine covers noticeably removed the women you'd expect to appear in them to stress the point.
The campaign, part of the "No Ceilings Full Participation Project," marks the 20th anniversary of former U.S. secretary of State Hillary Clinton's speech at the United Nation's Fourth World Conference in Beijing. The then-First Lady of the United States said "If there is one message that echoes forth from this conference, let it be that human rights are women's rights and women's rights are human rights, once and for all."
Each execution refers young women back to the "Not There" website where the Full Participation report lives and provides data on how women's rights have progressed over the last 20 years and then prompts them to "make a statement," through shows of solidarity -- whether by changing thier social media profile photos to a blank female silhouette or supporting a female director's work by attending screenings of her film.
Read the Ad Age article for more on the campaign.