THE CAMPAIGN CONCEPT

In the very early stages of our life, we are programmed to strive for perfection, ensuring that our uniform is neat, our appearance is tidy, and make sure that we conform to the school rules… This continues if not worsens into high school life. Then into adult life. It is a never-ending cycle of conformity to unrealistic expectations. We are striving for something that simply does not exist. Perfection is not real it is just the consequence of conformity. Are we not bored yet? Bored of conforming to stereotypes, misogyny, and conventional expectations? The need for perfection has created a society in which individuals fear their authentic identity. This issue forces us to believe that everything that makes us unique is wrong. Our confidence has been destroyed by conformity. Can we reverse this before it is too late?

My campaign comes from the perspective of female empowerment, as a response to the beauty pressures we see Gen Z to be struggling with today. My journey of research was a mission to find the answers to the restoration of confidence and embracement so that our future consumers, Generation Alpha can escape the cycle of conformity. One of the main influences for my campaign was my 9-year-old niece Mia. There was an incident in her life recently, where her confidence was completely knocked over, she was judging the calories within her meals, the way that she looked and comparing herself to those around her. This was frightening to see at such a young age because while she should be enjoying her youth, she was worrying about how she looked. This is due to the extensive amount of exposure that Generation Alpha have regarding social media. A generation that knows no other than technology, growing up in the age of social media it is only inevitable that they too will adapt to the cycle of conformity. This was a real eye-opener, that Generation Alpha is already affected by the pressures that we see Gen Z under but at the age of 9! Children have the potential to be whoever they want to be until society tells them otherwise.

My campaign response is the answer to the change that is needed for Generation Alpha as a future consumer. The solution was discovered within unconventionality. In my research, I explored celebrities that did not fit the traditional convention of beauty and the common denominator that I found was their unconventional beauty mindset. This was something that they acquired throughout their career, a mindset that they chose to look beyond the unrealistic expectations of women and celebrate themselves for exactly who they are. A prime example of this would be rapper and singer Lizzo. She is so fearlessly herself in the way that she portrays herself, to the subjects she brings awareness to through her songs. Her entire persona radiates optimism and contentment with herself, she is the perfect example of how every female in this world should feel. The unconventional beauty mindset is something I wish to achieve through my final major project, encapsulating a campaign that inspires confidence for our youth to regain a sense of authentic identity. From this, I developed the concept plan for the visual outcome of my campaign, exploring the contrast between conformity and chaos. Embracing the beauty that is hidden within ‘imperfection’ through the medium of positive daily affirmations translated onto playing cards.