The film was the brainchild of Madonna Badger, co-founder and chief creative officer at the New York agency. The highly respected ad exec joined Calvin Klein in 1990, where she created the Mark Wahlberg and Kate Moss campaigns, launched CK One and then went on to found her own agency.
"If I said I never did it, I would be a liar," Badger told The Wall Street Journal about her motivation for the campaign.
The agency is clear that it wants to make a change, featuring a pledge on its homepage to "never objectify women again", which includes airbrushing pictures to the point of perfection.
Today, Badger & Winters made a announcement to end objectification of women in advertising. Please share if u agree https://t.co/4f8vjXIJrt— Madonna Badger (@madonnabadger) January 25, 2016
This follows on from critically and commercially successful campaigns such as #LikeAGirl, which aims to engage with women by empowering them instead of objectifying them.
This article was first published on www.prweek.com