Can Ad Agencies Teach Women to Love Their Bodies?

Marie Claire commissions print ads from six shops

Headshot of Tim Nudd

Female empowerment was a major advertising theme in 2013, particularly in the area of self-esteem—led by Dove's "Real Beauty Sketches." But freed of client constraints, can ad agencies alone get women to love their bodies?

Marie Claire Australia asked six shops to try—OgilvyOne, Publicis Mojo, M&C Saatchi Australia, Airborne, Whybin\TBWA and DDB Group Sydney. Each produced a print ad on the topic. You can see all of them here. OgilvyOne's entry, above, is probably the most striking and memorable. Several of the others are interesting, too, although as a whole, it goes to show how the topic is a tough one to tackle in a single print ad.

See the text from the OgilvyOne ad below.

@nudd Tim Nudd is a former creative editor of Adweek.