A Badass Heroine (Literally) Fights Feminine Stereotypes in This Unusual Beauty Ad
Joan Creative Debuts Campaign for Julep That Also Includes a Video Game
Editor's Pick
An unusual campaign for beauty brand Julep sees a kickass woman literally fighting her way through stereotypes and emblems of femininity.
Created by Joan Creative, and directed by Alex Prager, the spot sees the heroine kickboxing her way down a suburban street against social media icons, beauty magazines, pink clothes, high heels and even a washing machine.
The campaign's tagline is "Throw Anything At Me", and as well as the film it includes a video game, where you get to control the heroine kicking the objects out of her way.
According to the agency, the campaign was inspired by Julep founder and CEO Jane Park's quest to create a beauty brand that champions the type of creative problem solving women do every day to overcome pressures and expectations--from the beauty industry, society, and even within. The agency's research found that, despite feeling pressure from unrealistic beauty standards, women feel that putting on makeup makes them feel more confident to brave their day.
Credits
- Date
- Nov 03, 2017
- Brand :
- Julep
- Client :
- Julep
- Chief Creative Officer :
- Jaime Robinson
- Executive Creative Director :
- Dave Canning
- Art Director :
- Line Johnsen
- Copywriter :
- Dayna Uyeda
- Executive Producer :
- Joyce Lee
- Chief Executive Offier and Founder :
- Jane Park
- Vice President, Marketing :
- Karin Combs
- Director :
- Alex Prager
- Production Company :
- Ways & Means
- Executive Producer :
- Lana Kim
- Executive Producer :
- Jett Steiger
- Line Producer :
- Cedric Troadec
- Production Company :
- Arts & Sciences
- Executive Producer :
- Marc Marrie
- Partner :
- Marc Marrie
- Offline :
- Arcade Edit
- Editor :
- Kim Bica
- Assistant Editor :
- Fernando Raigoza
- Producer :
- Alexa Atkin
- Managing Partner :
- Damian Stevens
- Color :
- CO3
- Colorist :
- Sofie Borup
- Producer :
- Alexandra Lubrano
- Visual Effects and Finishing :
- Artjail
- Creative Director :
- Steve Mottershead
- Lead Flame Artist :
- Emily Bloom
- Flame Artist :
- Aska Otake
- Flame Artist :
- Phil Akka
- Flame Artist :
- Jesper Nybroe
- Flame Artist :
- Chris Memoli
- Flame Assistant :
- Ben Elliot
- Nuke Artist :
- Dayung Jo
- Motion Graphics :
- Tom Bourguet
- Producer :
- Janine Conway
- Head of Production :
- John Skeffington
- Original Music and Sound Design :
- Squeak E. Clean Studios
- Original Composition :
- Justin Hori
- Sound Design :
- Drew Fischer
- Executive Producer :
- Amy Crilly
- Audio Mix :
- Significant Others
- Audio Engineer :
- T. Tate
- Producer :
- Kyra Hendricks
- Type Design :
- Samarskaya & Partners
- Type Design :
- Ksenya Samarskaya
- Development and Digital Production :
- Pixelpusher
- Development and Digital Production :
- Clayton Partridge
- Development and Digital Production :
- Lucy Foster-Friesen
- Illustration :
- Royal Academy of Illustration & Design
- Illustration :
- Juan Carlos Solon
- Sound Engineer :
- Resolve Audio
- Sound Engineer :
- Simon Edwards
- Agency :
- Joan Creative
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