Here's a communication idea that seems to simply be impressed with tech as a story-telling device more than what the story is that they're trying to tell. Our heroine wakes up with her Google Glass already on her face, picks her outfit, scoffs at an un-rinsed bowl in the stainless steel kitchen and then dances out the door to enjoy her day. Is it saturday? She's shopping, and meeting a girlfriend for coffee, so perhaps it is. She's not working, that we know. Perhaps never, which make expensive Google glass and stainless steel kitchens presumably paid by someone else. Oh, she's home again, and here's the man who doesn't rinse his bowls in the morning... and that's when the "PSA" takes a rather sinister turn.

"Woman's Day #throughglass" is a project whose only purpose is to make people think, on this special day, about the condition of women in our society."

Here's the thing. As a story-telling device, the "seen through the eyes of" is a neat one already done a hundred times, but this shocking twist fails to be anything but a slapped on idea (forgive the pun) to a story telling p.o.v.
If we were using the Google Glass to spy on the abused woman's day - as an abuser would - it would feel a lot more emotionally realistic.
Unlike the youtube-style makeup tutorial by a battered woman (of which there has been several), this PSA fails to depict the terror, seeping angst, and constant worry that abused sposes actually live with. It also fails to give us a call to action, or suggest any way that we might help. Unlike the extremely powerful ISPCC ad the shocking violence here only wants us to "think about it". Not call our congressman, sign this petition or change the laws. Just "think about it". It all falls rather flat, and seems to have woman's day tacked on it as an afterthought to a cool way of telling a story, than actually trying to move women's issues to the forefront of peoples minds.

Creatives: Luca Corteggiano & David Gentile Production: Banjo Eyes Films

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.