Insight
People often feel that their imperfections are the center stage of their identity.
Background
Only 4% of women worldwide would describe themselves as beautiful.
Dove has been fighting against the "just one perfect body type" since 2004 when they launched the "Dove Real Beauty" campaign
Idea \ execution
Studies have shown that the internet is one of the most significant factors causing body image dissatisfaction issues in women. By repurposing one of the most common tools from the internet, the Google Captcha security feature, they use it to shift the focus of what the standard of beauty is. This idea would work by placing images of different women (All shapes and sizes) as the Recaptcha test and having people select all of the "beautiful parts." They won't be categorized as "Human" until they choose all the ‘’beautiful” squares.
You, your body, and your imperfections make everything you are.
Credits
Art Director
Lika Keshelava
Copywriting
Taylor Henderson
Claudia Güell Ybarra