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GET REAL

OOH CAMPAIGN
ROLE  
Art Direction and Design

FOCUS  
OOH, Print, Digital, Ongoing






CHALLENGE


Beauty propaganda on social media targeted at female consumers often creates a false ideal that can lead to low self-esteem. 


 



SOLUTION


A campaign that empowers female consumers to demand for more authentic and inclusive corporate behavior within media and beauty industries.







CAPITALIZATION ON INSECURITIES
The effects of inauthentic marketing behavior are particularly strong on adolescent girls, as they are developing their self-concepts.
*Here is a satirical video that speaks on the irony of female advertising.













OOH





These posters wil be displayed near high schools and saturated shopping areas, where hundreds of female consumers pass by daily.

The use of bright pink and common girl toys (Barbie, Disney princesses) call out to the female audience.














A CAMPAIGN THAT YELLS BACK
Big and bold writing shout the indignant voices of stepped-on self-images of female consumers of beauty media and marketing.
The loud typography stands in mockery of yelling American advertising.







SUBWAY PRINTS


Posters will be displayed in the NYC subway as millions of young people take the train to school daily.










STICKERS

Get Real stickers are a form of consumer protest. They allow users to scribble down their thoughts to slap on adverts.
















SOCIAL

With the youth's avid use of social media, it is crucial to reach them digitally.

Through Instagram, viewers can join the conversation, share their experiences, and strengthen the Get Real voice.






Photos by me.




INSTAGRAM CAROUSEL




INSTAGRAM STORIES











RESEARCH + PROCESS







MOOD BOARD




LOGO ITERATIONS

To emphasize "REAL", I  created contrast in stroke weight, scale, and color.





CONCEPT SKETCHES












BUT WAIT...THERE’S MORE!

Don’t be shy, you can take a peek.





© 

Maha Almatari︎ 

2021  
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