Campaign: Contemporary Beauty Ideal
WPP company: O&M Frankfurt
ANAD provides support for people with eating disorders, raises public awareness and conducts research into the illnesses.
In 2009, O&M Frankfurt created a campaign to raise the profile of the charity and to challenge modern images of beauty that encourage people to strive for unattainable, unhealthy body shapes.
O&M commissioned an artist to copy world-famous paintings, but to modify the pictures to depict the body shapes of today’s fashion models. The paintings were hung in museums of fine art alongside genuine paintings, providing a surprise encounter for thousands of visitors and encouraging them to question that notion of a fixed ‘ideal’ of beauty.
Several local and national newspapers ran articles about the campaign and traffic to ANAD’s website increased by 16%. The charity also received substantial donations during the campaign.
The pro bono campaign, worth €15,115, won the 2009 Gold Eurobest advertising award.