ANTIPRINCESS

Campaign idea

Because of social media, Gen Z has been exposed the huge number of perfect woman visuals every day. This creates an anxiety of having to be beautiful rather than revealing their natural beauty and joy of their age. For changing this distractive norm; instead of focusing on ‘beauty’ we decided to own ‘self-confidence’ and remind them the fact they have already known: ‘Beauty is not someone’s outward appearance. Being beautiful actually having enough courage to be yourself.’ So, we created an ‘anti-princess movement’, that was perceived as it was created by them not by a brand.

Brand name: RB / VEET
Advertiser / client: VEET
Product / service: personal care/ wax strips
Campaign name: ANTIPRINCESS
Agency network: HAVAS
Agency: Havas Istanbul
Additional company: HAVAS MEDIA
Production company: PToT
Web address: https://www.youtube.com/watch?time_continue=1&v=03P5V_WUJFU
Executive creative director: Ergin Binyıldız
Creative director: Yavuzhan Gel
Art director: Ahmet Hüsrev Sefer, Betül Saykan, Dilara Tuncer, Can Yaylacıkoral
Copywriter: Tuğçe Kısacık, Yavuzhan Gel
Account director (agency): Cemre Eskici
Client account director: Berk Yılmaz;
Media director: Esra Ezibay
Strategic planner / strategist: Ayça Çınar
Photographer: Kerem Çobanlı
Film production: PToT
Director: Emre & Gözde
Music: FFW
Screenwriter: Muratcan Gökçe
Agency producer: Sıla Salgın, Gözde Bilir
Post production: Imaj
Digital creative: Havas Istanbul
Additional company: branded content agency: Contentine General Manager: Özer Sata Managing Partner: Berk Doğan, Gizem Akbulut