BIPA has launched a new women empowerment campaign ‘We Are All the Same. Unique. #Unbeatable’, with the creative concept developed by the agency I TO NIJE SVE! Addressing the prejudices that almost every woman encounters throughout her life, regardless of age, status, or place of birth, the campaign aims to redefine the phrase ‘all women are the same’.
‘YOU ARE ALL THE SAME’
How many times have you heard the phrase ‘all women are the same’ and felt it was said with a negative connotation? Or perhaps you have experienced someone telling you ‘you are not a typical woman’, as if that were a compliment? Maybe we do this unconsciously and in jest, but it is time to ask why women are often spoken about in a way that diminishes their uniqueness.
– There is a prejudice that women do not support each other. With this campaign, we want to show that there are things and situations where only another woman can understand and support a woman because each of them faces the same social expectations and prejudices daily. One of those things is the phrase ‘you are all the same’, which is always used in a negative context, implying that all women share the same flaws and negative patterns. We decided to turn that shameful phrase into a proud ‘we are all the same’. This way, we can talk about the experiences that women share to foster empathy and empower the community, said Stella Bogovac, Creative Director of the agency I TO NIJE SVE!
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‘YOU ARE NOT A TYPICAL WOMAN’
It is difficult to acknowledge women’s authenticity, but it is not desirable to be a typical woman either. Therefore, every woman who tries to meet the expectations of others will strive to fulfill impossible standards.
– The creation of this campaign required respecting the creative process, but without rushing, jumping to ‘first-round’ conclusions, as society does when it comes to women. The idea was worked on for a long time, involving a lot of reading, writing, deleting, and rewriting. Because it was not enough for us and the client to be satisfied. More than anything, it was important that those to whom the campaign is addressed are satisfied. Women. Younger and older, mothers, daughters, athletes, cooks, managers. That is why focus groups organized in collaboration with the SmartUp market research agency were a very important part of the process. Yes, everything confirms that stereotypes are still very much alive and harmful, even though they have been talked about for a long time. But no, there is no evidence that these stereotypes are based on truth. The truth is that we believe in ourselves less than men do, that we respect the rules a little more, so we will not respond to an ad if we do not meet all the required criteria, the truth is that we are less likely to make riskier decisions, that we are more often inclined to neglect our needs. The truth is that we are inclined to help each other, shared Jelena Zelenbrz Kvasnička, HR Manager, psychologist, and Art of Participatory Leadership facilitator at the agency I TO NIJE SVE!
– This campaign is one of the most emotional I have worked on. Very few brands have the true strength to fulfill promises and remain consistent, but BIPA, as a ‘women’s’ company, can unreservedly take a stand and show that it understands, supports, and encourages all women in their daily challenges and ‘struggles’ because that is what we live – through our individual, intimate experiences, but also corporate values. In today’s world full of filters, our desire was to use the strength of the BIPA brand to tell all women to be authentic without reservation, to listen to their desires and dreams, whatever they may be, and whatever others think about it. It is also important not to forget that, no matter how different we are, at every moment we are ‘the same’ because we share a common experience and because only a woman knows what it is like to be in a woman’s skin – with all the good and bad sides, said Žejka Mojzeš, Head of Marketing & PR at BIPA.
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WE ARE ALL THE SAME. UNIQUE. #UNBEATABLE.
We have the opportunity to see a somewhat controversial approach to the screen adaptation of the creative idea ‘We Are All the Same’ on Nova TV, the website #unbeatable, and all other communication channels of the BIPA brand.
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