Cannes Lions
CHROME PICTURES, Mumbai / UNILEVER / 2023
Overview
Entries
Credits
Background
In India, school girls, who should be focusing on their studies are forced by society and close family to shift focus to their beauty. Every school girl should be concerned only about her school grades but her family is busy preparing a report card for her marriage. The brief was to urge society to stop this ruthless beauty test and let school girls be school girls.
In this campaign 5 school going girls partner Dove to show us, the toughest test Indian girls face in their school years, is the beauty test. The poem is strung together from real experiences of young school going girls. The film ends with the girls urging society to see them for what they are - children.
Execution
In India, school girls, who should be focusing on their studies are forced by society and close family to shift focus to their beauty. Our film captures stories of 5 such school going girls via a poem which is strung together from real experiences of young school going girls. In the age to give school tests, they’re put through a beauty test in an attempt to ready them for marriage, leaving them feeling incomplete. The film ends with the girls urging society and their families to see them for what they are - children.
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