In recent years, various high-profile marketing initiatives – from Dove’s “Campaign for Real Beauty” to Ariel’s “Share the Load”, Always’ “Like a Girl” and State Street Global Advisors’ “Fearless Girl” – have actively challenged traditional gender roles.
But Brent Choi, Chief Creative Officer/J. Walter Thompson (JWT) New York & Canada, asked attendees at the 2017 Cannes Lions International Festival of Creativity to look beyond these attention-grabbing – and, often, award-winning – examples of tackling outmoded stereotypes in order to consider a deeper question.
“I wonder: Is that great work … the lead...