Accomplice:

Vance Jr. Gorman

<-- View all case files

Case Note:
Come up with a campaign idea for a real/fictious law firm that specialises in a personal injury. You can pick the personal injury. The campaign needs to cover 3 different formats and have strong insights.

What was the suspect thinking?

Unfortunately, when women face domestic abuse, they do not see it as an offense against themselves. They choose to forgive. Every time, they choose to cover up the truth, they cover up their bruises using make up. That is the vulnerable moment where we want women to reflect, introspect and find the courage to take a step towards empowerment. This isn't advertising, this is a conversation with them.

How was this executed?

Exhibit 6029: Suspect's statement

Exhibit 6116: The Executions

And if she has stepped out in public with make up on that covers her bruises, we want to show up to have a conversation by naturally blending in an intimate setting, not accessible by her abuser, the women's washroom of grocery stores or retail stores that she would still visit to ensure a "normal" everyday life.

Exhibit 6116: The Executions

At home, when she is trying to shop for makeup products on online portals like Sephora or Macy or Target, we want to intercept that moment and help them reflect. Is she buying make up to cover a bruise she doesn't deserve? Since her partner will not suspect activities on shopping portals which is part of her routine and responsibility it is a good place to position the ad.

Exhibit 6116: The Executions

If she googles "how to cover bruise using make up", she will see products to buy or links to tutorials. There is no help for someone who might using this search after having faced domestic abuse. That's where we want to step up. Provide help to those who need it before they make up for their bruises again.

Exhibit 6116: The Executions

And if she tries to find ways to do make up on social media, we want to disguise our post as a tutorial. At first glance, she would think she has found a way to cover up the bruise but we are actually telling her a way to seek help, step by step. If her partner takes a glance, he wouldn't suspect she is getting help because we withhold CTA until the end. Additionally, the post leaves her with a number to memorize instead of a digital activity to do that can be traced.

(000) 444 4444

A phone number easy to remember, an angel number as a sign from the universe to get help, a resource for women when they finally need it. For us, a way to measure the success of the campaign. The number of calls we receive on this dedicated number shows what sort of impact we have created.

Exhibit 6209: The Phone Number

We believe that women who go through domestic abuse are resilient and can rise from the ashes. However, for that, there is a need to acknowledge that the ashes exist. Thus, Phoenix. The use of purple is intentional too. It is the colour to raise awareneness about domestic abuse.

Exhibit 6341: The Branding