FEMINISTA. THE FIRST POLITICAL PERFUME IN THE WORLD.
Title | FEMINISTA. THE FIRST POLITICAL PERFUME IN THE WORLD. |
Brand | HERO´S JOURNEY TRAVEL AGENCY |
Product/Service | FEMINISTA |
Category |
A03. Illustration |
Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
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Credits
Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
Christian Sommer |
SERVICEPLAN GERMAMY |
Executive Creative Director |
Daniela Jeschkeit |
SERVICEPLAN GERMANY |
Copywriter |
Ian Guimaraes |
SERVICEPLAN GERMANY |
Art Director |
Maximilian Brandl |
SERVICEPLAN GERMANY |
Account Director |
Tim McDonagh |
Freelance |
Illustrator |
Cultural/Context information for the jury
Because extremist views are rising worldwide, it’s time to fight for feminism. Our weapon: Feminista, the first political perfume created by Geza Schön. With every proceed it supports feminist organizations, too. This unisex fragrance is composed of contrasting ingredients such as violet, styrax, juniper berries and leather and develops its scent individually on the wearer’s skin. Similarly, the conceptions of feminism differ distinctively. The campaigns artwork translates this into a visual story and emphasizes the diversity of feminism. Its political statement differentiates depending on the viewers’ own conceptions. The more they immerse into the drawn pattern, there more they perceive of real feminism and the diversity of human equality in times of increasing radicalism.