The Case For Girls: A Mock Ad Aims To Become A Legitimate Campaign With Global Impact

Digital agency AKQA created a mock ad campaign to support baby girls in China. Their idea was so powerful, the team created a website, video, and a mobilizing worldwide event around their concept: "You Are."

Digital ad agency AKQA crafted a stunning ad campaign for Fast Company's Dec./Jan. issue. Their "Case for Girls" concept featured a Chinese woman wearing a shade of crimson lipstick and a pairing of Chinese characters that translate into: "You Are."

Their creative concept was so comprehensive, the agency now envisions a real-life potential for their idea, with a campaign that would include a pledge to wear red lipstick during International Women's Day, March 12, 2012.

The link to their just-launched website is here. The Flash-based website, available in Mandarin and English, is one scrolling page that highlights facts about women’s health and gender inequality in China and around the world that leads to a call to action to mobilize and unite women on International Women’s Day on March 12, 2012.

They've also crafted a video, which, as the agency describes it, "references the sparse style of Chinese brush strokes and ink paintings, the video introduces the idea called Ni Shi, meaning "you are." It's a gorgeous must-watch video—a stunning call to action.

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  • ag

    There is nothing new about the campaign to re-brand girls. They been the same and will be the same as long as time last. They are a bunch of me-me, even the ones that claim to be leaders. They don't get the concept of what it takes to lead someone, since they stop at the hard decisions…

  • Jem Appel

    If this is to support women in China, why does the woman in the print ad look so white?  

  • Franziska Krüger

    I agree with you, Tamara and wonder what AKQA’s reason for the decision was. I can imagine that it has to do with the fact that “You Are” communicates community and unity better than “I Am.” and therefore suits better for a social campaign and the collective support it tries to achieve. 

  • Tamara Brody

    How beautiful that you are taking these steps to helping people recognize the severity of the problem and empower women.  My only regret is that you didn't call it "I AM" to help women claim power for themselves instead of gifting them with power from an exterior source.  Best wishes in all of your efforts!