As part of its #MakeWhatsNext campaign, in time for International Women's Day, Microsoft asked young girls what they would like to do when they grow up. They answered in everything from medicine to science to technology and more.
The execution of visual contradictions in the opening edits of this ad amuses me, but it looses steam half way through. The "pretty girl" ruins a photo with her boxer-guard, and the "fragile hands" baker is powdering to lift weights.
"Performance. Pushed to the limit. Nimble. Strong. It's a delicate balance. A challenge that defies who we are. The rules. Norms. And our very past. Performance thrives on new methods. Better solutions. it embraces innovation. celebrates creativity.
So far, the crop of International Women's Day-themed ads we've received have leaned heavily toward activism, and have largely stayed away from being celebratory. Instead, they've focused solely on issues.
Created by W+K Amsterdam, these three integrated local campaigns were produced simultaneously under one key global objective - encouraging women and girls to leap over life’s obstacles and get active, regardless of societal, physical or cultural barriers.