According to statistics two out of three women are unhappy about their bodies and weight.
It was this alarming statistic that prompted Marie Claire to approach local advertising agencies with a challenge for their November Body Issue: create an ad that sells the idea to the Marie Claire woman that we are all beautiful no matter what shape we’re in. To do this, Ogilvy Cape Town decided to challenge the very thing that was causing women so much anxiety – size.
These days, so much emphasis is placed on x’s & l’s, cm’s & inches, kg’s & kilojoules that women are no longer able to see what is there – beautiful, healthy bodies.
We wanted to give women a new, more realistic way to measure themselves, a tape measure with a difference that would change the way we perceive our bodies and think about size. To replace the standard measurements, we instead added words to the tape measure such as Exquisite, Ravishing, Spectacular, and Gorgeous.