Best Advocacy Online Video

Celebrated fashion designer Norma Kamali approached RED to discuss possible avenues for extending her brand. After identifying Kamali’s passionate views about female empowerment, RED developed a campaign centered on the objectification of women.

The “Hey Baby” video was created to build awareness for the campaign by dramatizing the tendency to view women as sexual objects rather than accomplished individuals. Loosely branded with Kamali Kulture clothing, the video introduces the viewer to a series of beautiful, yet accomplished, women as they go about their everyday lives. As the camera pans over their different body parts, the video highlights the dichotomy of sexuality and intellect, protesting the objectification of women. The narrative culminates with a call to action to visit the website that then invites women to share their photographs and tell their stories of objectification to cleanse their emotional soul and inspire others.

Contributors:

RED INTERACTIVE AGENCY

Location: USA

About the Agency:

RED is a full-service digital agency. We are comprised of experienced strategists, creatives, technologists, designers, marketers, storytellers, and inventors. And together we form a passionate collective dedicated to creating the most meaningful and effective digital solutions for progressive brands. We consistently deliver results for our clients by first gaining a deep understanding of their needs and target market, and then combining insight-driven strategy & ideation with the highest levels of execution. Ultimately, we find gaps in the marketplace and bring our unique brand of innovation to the digital landscape.