ANAD : Comtemporary Beauty Ideal

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Results and Effectiveness:
The surprise encounter with the altered paintings left a lasting impression on most visitors: some of them were truly shocked. Several local and national newspapers even ran articles about the campaign. Subsequently, the traffic on ANAD’s website increased by 16 %. And ANAD received some remarkably high donations.

Creative Execution:
The media idea: We reach out to an audience that expects to see depictions of beauty. We show them that beauty ideals have changed. Drastically. So we painted three classic masterpieces for a second time, just slightly altered. And displayed the new paintings in renowned museums. Right between other masterpieces. Right where visitors would expect to find beauty.

Insights, Strategy and the Idea:
ANAD is a pro bono organisation. Its aim is to educate the public about the dangers of eating disorders. The problem is: the public knows about anorexia, but does not regard it as a serious, potentially fatal disease. Because the fashion industry still employs abnormally thin models. So no wonder that the beauty ideal of the 21st Century seems to be: the thinner, the better. That’s why some 500,000 young girls are currently starving themselves to death.