Responses by Sean Ellman, creative director, JWT NY; Itai Inselberg, creative director, JWT NY
Background: The PSA calls into question the expectations we are all projecting onto the next generation and the gender biases children are exposed to from day one. The PSA targets both men and women of the world who know that change starts from within, and that small actions can have a great impact.
Reasoning: Everybody’s seen a heart-warming PSA, but we want to provoke emotion and spark revelation to create change. We decided to focus on the small, everyday ways people can start affecting change and help them break the gender barriers.
Challenges: It was difficult to find visual cues that represented universally and globally accepted stereotypes.
Favorite details: Rather than just serving up observations, we wanted people to question their own biases—and how those preconceptions are projected on those most vulnerable.
Visual influences: We took the stereotypical pink and blue hats for babies and turned this on its proverbial head to incite a reaction that challenges people’s subconscious biases.
Specific demands: Working with a client like HeForShe, we felt the pressure to live up to their global mission to have a positive and changing impact on the world.
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