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#reCAPTCHAringbeauty
Insight:
People believe that their imperfections are the center stage o their identity.
Background:
Only 4% of women worldwide would describe themselves as beautiful. Due to this fact Dove has been fighting against the "just one perfect body type" since 2004 with their campaign "Dove Real Beauty".
Idea/Execution:
Repurposing one of the most common tools from the internet, the Google Captcha security feature, we used it to shift the focus of what the standard of beauty is.
This idea would work by placing images of different women (all shapes and sizes) as the reCAPTCHA test and selecting all the "beautiful parts".
When doing the test the user must select all the squares with the woman or they won't be categorized as "Human".
Credits:
Art Direction
Lika Keshelava
Copywriting
Claudia Güell
Taylor Henderson
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