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PROJECT 3
MARCUS PETTERSSON
A little more than a year has passed since the U.S. Supreme Court legalised same sex marriages, and even if there are still many challenges to overcome, it seems as though the world is finally starting to become a place where sexual preferences is a choice that each and every person get to make on her or his own.
WHAT’S GOING ON?
Every person except for those who define themselves as trans.
WHAT’S GOING ON?
The idea that a person born anatomically as male or female feel that “he” or “she” doesn’t belong in “his” or “hers” assigned gen-der is considered so provocative and fundamentally controversial in modern society, that suicide attempt rates among transgender male and females are close to 50%.
THE PROBLEM
While it’s finally considered ignorant and intolerant to discriminate against the gay community, it seems as though the “T” has been left out of LGBTQ conversation. Our culture lacks in education about trans issues, which forces discrimination, violence, mental illness and suicide upon these persons.
THE PROBLEM
Advertising can help us break free from the cultural clutches that imprisons our minds.
Advertising can be more than what we expect from it.
Advertising has a role to play in making the world a better place for trans people.
WHAT CAN BE DONE?
The client:
- MAC Cosmetics
THE CLIENT
- With a cover photo portraying actress Laverne Cox from the TV-series “Orange Is The New Black”, Time Magazine published an article in May this year stating that our culture is at a “transgender tipping point”.
- Jared Leto won an Academy Award for his role as “Rayon”, a transgender woman, in “Dallas Buyers Club”.
- Androgynous tendencies are evident in the world of fashion and music.
- The border of what is considered masculine and feminine is becoming increasingly blurry and progressive.
CULTURAL TENSION
Brands which has traditionally perceived themselves as strictly reserved for either male- or female customers now has a golden opportunity to inspire culture and dramatically broaden their customer base. The makeup retailer business is one of them.
BRAND’S BEST SELF
By acknowledging the trans community through advertising, MAC Cosmetics communicates that they are a tolerant, open minded, courageous and playful brand. This will allow them to widen their customer base as no one, regardless of that person being male, female or neither, will feel left outside the brand culture.
THE BIG IDEAL
The primary target audience of the campaign is trans people, but as a secondary audience there is a conscious, intellectual and possibly younger audience who will respect MAC Cosmetics for taking a stand. Ideally the campaign could inspire people who wouldn’t usually consider makeup as an option to try it out.
THE TARGET AUDIENCE
CAMPAIGN NAME + LOGO
A INITIATIVE
WHAT ELSE?
Campaign Website- GUIDE TO TRANS ICONS- GUIDE TO TRANS ARTISTS- READ STORIES SHARED THROUGH INSTAGRAM- SHARE YOUR OWN STORIES- RECEIVE UPDATES ON TRANS COMMUNITY CULTURE IN YOUR AREA
Instagram Account- EDUCATES AND INSPIRES- ACKNOWLEDGES TRANS ICONS THROUGH PORTRAITS AND FEATUREDBIOGRAPHY
Transgender Remembrence Day Event- MAC COSMETICS CREATES AN EVENT WHERE THOSE WHO HAVELOST A LOVED ONE GATHER AND ACKNOWLEDGES THE TRANS COMMUNITY AND THEIR STRUGGLES
Video Commercial
Print Campaign
Billboard
A INITIATIVE
WHAT ARE YOU?
WHAT ARE YOU?
WHAT ARE YOU?
WHAT ARE YOU?
WHAT ARE YOU?
WHAT ARE YOU?
WHAT ARE YOU?
WHAT ARE YOU?
WHAT ARE YOU?
WHAT ARE YOU?
PRINT MOCKUP
IN STORE MOCKUP
BILLBOARD MOCKUP
INSTAGRAM CAMPAIGN
- Educates and inspires- Acknowledges trans icons through portraits and featured biographies
INSTAGRAM CAMPAIGN
INSTAGRAM CAMPAIGN
CAMPAIGN WEBSITE
- Educates and inspires- Acknowledges trans icons through portraits and featured biographies- Guide to trans icons and artists- Read stories shared through Instagram- Share your own story- Receive updates on trans community culture in your area
Face Us is an initiative from MAC Cosmetics that celebrates every persons freedom to de�ne themselves as whoever they want to be.faceus.com
faceus.comFace Us
Face Us is an initiative from MAC Cosmetics that celebrates every persons freedom to de�ne and express themselves as whoever they want to be.
ICONS READ STORIES EVENTS SHARE YOUR EXPERIENCE
WHAT ARE YOU?
CAMPAIGN WEBSITE
TRANSGENDER DAY OF REMEMBRANCE EVENT
- Transgender Day of Remembrance (TDoR), which occurs annually on November 20, is a day to memorialize those who have been killed as a result of transphobia and to bring attention to the continued violence endured by the transgender community. (Wikipedia)
- MAC Cosmetics creates an event where trans people and those who have lost a loved one can gather and acknowledge the trans community and share their experiences.
TRANSGENDER DAY OF REMEMBRANCE EVENT
