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美丽的标准是丑陋的
案例简介：美容标准规定，不对称的特征，大鼻子，面部毛发，妊娠纹，身体褶皱，不均匀的皮肤，基本上任何超出标准的东西都是丑陋的。但实际上，丑陋的是美丽标准-它们之所以丑陋，是因为它们人为地制造了丑陋。我们认为外表丑陋的一切都是丑陋的，因为美丽的标准是这样说的。这个概念通过说美丽标准-应该定义美丽的规则-实际上是丑陋的，从而改变了美丽和丑陋的概念。为了以大胆而直接的方式传达这一信息，关键的口号 “美丽标准是丑陋的” 与直接的信息相结合，否认 “缺陷” 是丑陋的，导致这样的信息: 皱纹并不丑陋。美的标准是。 妊娠纹并不难看。美的标准是。 不均匀的皮肤并不难看。美的标准是。 面部毛发并不难看。美的标准是。与竞选活动的理念相一致，视觉概念的特点是真正的女性 (不是模特或演员)，年龄和外表各不相同，化妆最少，没有修饰。这是亚美尼亚的第一场运动，不仅显示了不对称特征，妊娠纹，身体褶皱，皱纹等东西，而且还突出了美丽的东西。这也是亚美尼亚第一个针对美容标准问题的大规模品牌运动。由Zuck独立机构，亚美尼亚为Oriflame创建的综合广告，类别内: 美。
美丽的标准是丑陋的
案例简介：Beauty standards dictate that asymmetric features, big noses, facial hair, stretch marks, body folds, uneven skin, and essentially anything out of the standard, are ugly. But in reality, it’s the beauty standards that are ugly - they are ugly because they artificially create ugliness. Everything we consider ugly in our appearance is only ugly because the beauty standards say so. The concept turns the concepts of beauty and ugliness on their heads by saying that beauty standards - the rules that are supposed to define what’s beautiful - are actually ugly. To convey this message in a bold and straightforward way, the key slogan “beauty standards are ugly” was coupled with direct messages denying that “flaws” are ugly, resulting in messages like: Wrinkles are not ugly. Beauty standards are. Stretch marks are not ugly. Beauty standards are. Uneven skin is not ugly. Beauty standards are. Facial hair is not ugly. Beauty standards are. In line with the philosophy of the campaign, the visual concept featured real women (not models or actors) with a wide diversity of ages and looks, minimal make-up, and no retouching. This was the first campaign in Armenia, where things like asymmetrical features, stretch marks, body folds, wrinkles were not only shown, but also highlighted as something beautiful. This was also the first large-scale brand campaign in Armenia combating the issue of beauty standards. Integrated advertisement created by Zuck Independent Agency, Armenia for Oriflame, within the category: Beauty.
Beauty Standards Are Ugly
案例简介：美容标准规定，不对称的特征，大鼻子，面部毛发，妊娠纹，身体褶皱，不均匀的皮肤，基本上任何超出标准的东西都是丑陋的。但实际上，丑陋的是美丽标准-它们之所以丑陋，是因为它们人为地制造了丑陋。我们认为外表丑陋的一切都是丑陋的，因为美丽的标准是这样说的。这个概念通过说美丽标准-应该定义美丽的规则-实际上是丑陋的，从而改变了美丽和丑陋的概念。为了以大胆而直接的方式传达这一信息，关键的口号 “美丽标准是丑陋的” 与直接的信息相结合，否认 “缺陷” 是丑陋的，导致这样的信息: 皱纹并不丑陋。美的标准是。 妊娠纹并不难看。美的标准是。 不均匀的皮肤并不难看。美的标准是。 面部毛发并不难看。美的标准是。与竞选活动的理念相一致，视觉概念的特点是真正的女性 (不是模特或演员)，年龄和外表各不相同，化妆最少，没有修饰。这是亚美尼亚的第一场运动，不仅显示了不对称特征，妊娠纹，身体褶皱，皱纹等东西，而且还突出了美丽的东西。这也是亚美尼亚第一个针对美容标准问题的大规模品牌运动。由Zuck独立机构，亚美尼亚为Oriflame创建的综合广告，类别内: 美。
Beauty Standards Are Ugly
案例简介：Beauty standards dictate that asymmetric features, big noses, facial hair, stretch marks, body folds, uneven skin, and essentially anything out of the standard, are ugly. But in reality, it’s the beauty standards that are ugly - they are ugly because they artificially create ugliness. Everything we consider ugly in our appearance is only ugly because the beauty standards say so. The concept turns the concepts of beauty and ugliness on their heads by saying that beauty standards - the rules that are supposed to define what’s beautiful - are actually ugly. To convey this message in a bold and straightforward way, the key slogan “beauty standards are ugly” was coupled with direct messages denying that “flaws” are ugly, resulting in messages like: Wrinkles are not ugly. Beauty standards are. Stretch marks are not ugly. Beauty standards are. Uneven skin is not ugly. Beauty standards are. Facial hair is not ugly. Beauty standards are. In line with the philosophy of the campaign, the visual concept featured real women (not models or actors) with a wide diversity of ages and looks, minimal make-up, and no retouching. This was the first campaign in Armenia, where things like asymmetrical features, stretch marks, body folds, wrinkles were not only shown, but also highlighted as something beautiful. This was also the first large-scale brand campaign in Armenia combating the issue of beauty standards. Integrated advertisement created by Zuck Independent Agency, Armenia for Oriflame, within the category: Beauty.
美丽的标准是丑陋的
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Beauty Standards Are Ugly
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