The brief : how can Tally be more disruptive in 2020 and connect to a new generation. Our approach : building from Virtue’s OWN IT campaign for Tally – Our question : How can we make more trouble with the Own It & Own Your Voice platform ? Our solution : Going bigger, bolder, weirder, having more fun and making more visual trouble with how we discuss the real trials, tribulations, hilarity and celebrations of being a young woman in 2020 – persistent inequality, social media pressures, body politics and double standards women have to deal with. Triggering conversations by taking over large scale out of home installations and digital billboards, with hypnotic social, in Tally’s flagship stores/cities : Milan, Athens, Paris, Budapest, Krakow, Prague, Geneva, Munich, Cologne, Basel, Berlin.
There is a reason why advertising keeps recycling the same old images – we need new voices and new ways of collaborating with artists and writers on our campaign creative. Radical Visions 2020 Campaign Principles :
1. When we say celebrating real – we don’t just mean the soft editorial beauty of the natural body movement, we mean all the hilarious complexity of real women – who are sexy, femme, beautiful, smart, witty, outrageous, dark, twisted and cynicalÂ
2. Artist led. Work exclusively with leading female image makers with real visual voice
3. Use humour, surrealism and playfulness to tackle women’s real issues
For our first campaign, launching on International Women’s Day, we are tackling the singularity and perfectionism problem heightened by social media. Instagram and Face Filters are creating a pressure for a homogenized beauty standard. The fashion and style makers that are breaking through are being more playful with ideas of beauty and style. Play with your selves – plural – encourages women to have more fun with their style and love all of their multifaceted beautiful, sexy, smart, subversive, hysterical selves – alleviating the next gen’s social anxiety around feeling they are never good enough and the social media comparison syndrome where one’s presentation of self can always be more perfect.
TALLY WEIJL
Brand Director – Oyin Akiniyi – oakiniyi@gmail.com
CREATIVE AGENCY : SPECTACLE ARTS
CAMPAIGN TEAM
Whitney Conti Creative Director
Parker Day Campaign Photographer
Amelia Crook Producer
Svet Lapcheva Partnerships
Jennifer Heale Graphic Design VersioningÂ
Dawn Parsonage Campaign Photographer Development
Ruth Bellotti Campaign Creative Development
Kajal Nisha Patel Researcher
INT. WOMEN’S DAY SHOOT Â
Stylist Ashlee Barrett-Bourmier
Cinematographer Kelsey Talton @kelsography
Production Assistant Nas Nixx IG @nasnixx
Production Assist- Mimi Raver IG @mimiraver
Hair stylist Jessica Batiste (Jessi B.)IG @Classy.Rebel / @jezzi.b
Make-up Ally McGillicuddy IG @allydoesmakeup
Make-up Assistant Andrea Valdez IG @andreavaldezmua
Nails  Natalie Mancia IG @mija_nailz
Nails Assistant- Liz Lomeli IG@nailandthecity
COFFEE & TV
Colourist / Grader Katie Dymmock
VFX Daisy Loader
Alannah Currie
SISTER SOUND
Sound Designer Hannah Webste
