the bitch campaign
WHEAT were given free media spaces in women's magazines. The trouble with those is that no one reads the ads, they're just there to be entertained - and to judge. So we used this against them.
Our celebs told us the horrible names that people call them. We used these as headlines to catch the reader's attention then turned it on it's head to say that while you're judging the woman in the ad, she's helping women in the community. By doing this, not only did we get the ad noticed, but we got women to rethink how they judge others and support those in need.
Cannes Lion festival of creativity “Do Good” Expo 2014