We Need To Talk About Consent
marie claire
July 2021 Issue
Conversations around consent are well and truly in the spotlight. In mid-2021, the Australian government released its Respect Matters campaign, using confusing milkshake analogies to explain this critical topic.
In the aftermath of this trainwreck, marie claire magazine invited Australia’s top advertising agencies to help clarify consent through creativity.
Our print ad twists the all too familiar ‘COVID safe’ government message into ‘consent safe’. Because really, the message was right under their nose all along…
‘Check in and help keep everyone safe’. Consistently checking in might be a behavioural adjustment for some, but this simple act will make all the difference.
As featured in marie claire online, AdNews, Campaign Brief and Media Week.
Since the start of COVID-19, people have become accustomed to checking in wherever they go. If only we could apply this everyday behaviour to checking in with our partners for sexual consent.
Consent involves asking your partner questions about their sexual desires and boundaries, and regularly checking in with their body language, noises and facial expressions. By actively asking for consent, we gain clarity of their wants and needs, rather than assuming (and often misinterpreting) their signals.
Much like COVID check-ins, this shouldn’t just be a one-off. We should ensure our partner feels safe, comfortable and free to change their mind or mood at any time. So, whether you’ve just met in a club or been married for decades, checking in is key.
PSA: Scan the QR codes to learn more…
Art Director: Leora Zuckerman
Sex(ism) Doesn’t Sell
marie claire
March 2020 Issue
To celebrate International Women’s Day, marie claire magazine challenged Australia’s top advertising agencies to create modern representations of the sexist (and utterly YUCK) ads of yesteryear.
We were lucky enough to have both of our submissions accepted into the mag. In each piece, we flipped old school depictions of women on their heads, Rather than presenting us as subservient desperados, we’re seen as the proudly independent powerhouses we are.
As featured in marie claire online.
Yep. That ad really existed.
At least we were given a platform to completely tear it to shreds.
In our reimagined version, we portrayed women to be empowered and in control of their own lives. To be fierce leaders and protective lovers who don’t need to put anyone (or anything) down to make this world their own.
In other words, we portrayed women truthfully.
Bygone beauty ads made women feel they needed makeup for a man’s attention, admiration and approval.
To modernise this Seventeen Cosmetics ad, we took the man away altogether. Women don’t wear makeup just for men - or anyone else for that matter. The only approval we need is our own.
A little touch of our favourite beauty products can help us feel our best. And there’s nothing women can’t achieve when we’re full of self-love.
Art Director: Alex Ward