A construction company advertises with a half-naked woman and the slogan “Well built”. It’s not a joke, it’s still an everyday occurrence in the advertising industry. “Sex sells” has been true in the industry for decades. A campaign can now be seen in Munich that aims to draw attention to sexism in advertising, to counter it and to stimulate thought in a creative way. The marketing company Ströer has cooperated with Macromedia University for this purpose. Students have taken on the role of a creative agency and designed motifs.
You can see: a zebra, a dalmatian, a giraffe. I have written down for you what their fur dress has to do with sexist advertising and how the students Elena Faist and Anna Hubrich developed their idea with the stripes and the dots. You may have already seen one of the digital posters. They are now hanging for a week at around 500 bus stops all over Munich.
Munich’s Second Mayoress Katrin Habenschaden initiated the project. Shortly after taking office, she was publicly annoyed by a misogynistic advertisement from a streaming service and entered into a dialogue with the Ströer company. Finally, she took over the patronage for the project with the university. The hardest part, the student Elena Faist told me, by the way, was developing a campaign that did not reproduce sexism and clichés. But then they came up with the idea of the stripes and the dots.
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