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EPICA Awards 2009 - The Contemporary Beauty Ideal

Issue 14 | March 2010

Agency

Ogilvy Frankfurt

Creative Team

Creative Directors: Dr. Stephan Vogel, Christian Mommertz, Art Directors: Sabina Hesse, Albert S. Chan, Copywriter: Sabina Hesse, Albert S. Chan

Background

ANAD is a pro-bono organization which educates the public about the dangers of anorexia.

Idea

To demonstrate the unhealthy ideals of beauty promoted by the media and fashion industry, a number of world-famous masterpieces were repainted. These were then hung in galleries exactly where visitors would expect to see representations of genuine and lasting beauty.

Results

The campaign generated a 16% increase in traffic to the website and a number of personal donations

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