Senpie 1,663 Posted March 8, 2015 Share Posted March 8, 2015 Last week the entire world was consumed with a certain textile optical illusion. The web--including brands and celebrities--took on the challenge of figuring out just what color The Dress actually was, and a new meme-to-beat was born.But The Salvation Army in South Africa, and agency Ireland/Davenport, may just have come up with the best use of all this hype. The charity created a PSA poster to raise awareness of domestic violence that shows a woman wearing the gold and white version (or is it...?) of the dress, but covered in cuts and bruises. The tagline? "Why is it so hard to see black and blue?" Ireland/Davenport creative director Wihan Meerholz says the idea came from seeing all the web comments on how such an insignificant thing like this dress could take zeitgeist priority over more pressing issues. "The creative wheels just came off and we developed three goals," says Meerholz. "First, how do we use this meme to our advantage? Second, how do we use it for something worthwhile? And third, how do we make something in 24 hours, while the dress was still a hot topic?"The agency approached The Salvation Army in South Africa, who quickly gave the go ahead. Meerholz says the agency then asked the rest of its suppliers for help with the quick turnaround and they dropped everything to help with the project. An agency staffer was enlisted as the model, they had 40 minutes to do the make up, an hour to shoot and two hours to do post. And since they didn't actually have The Dress, it was added in post. "It was a project of belief and passion that we hope will make a bit of change and leave a positive message," says Meerholz.While advertisers, even charities, wade into cultural conversations at their peril, the social media reaction to the appropriation, from creative professionals and civilians alike, has been generally positive in tone.source this is great advertising Link to comment Share on other sites More sharing options...
myreflections 3,232 Posted March 8, 2015 Share Posted March 8, 2015 I am glad they are using it to do something good. It will be a productive results for people not just the company. well done Link to comment Share on other sites More sharing options...
Omniscient 404 Posted March 8, 2015 Share Posted March 8, 2015 you mean gold/white dress,right? powerful ad Link to comment Share on other sites More sharing options...
ImNana 954 Posted March 8, 2015 Share Posted March 8, 2015 This will get a lot of publicity Link to comment Share on other sites More sharing options...
Lady 623 Posted March 8, 2015 Share Posted March 8, 2015 I'm glad this is being used for good purposes Link to comment Share on other sites More sharing options...
lu-brican't 1,059 Posted March 8, 2015 Share Posted March 8, 2015 That's seriously brilliant Link to comment Share on other sites More sharing options...
sane 16,342 Posted March 8, 2015 Share Posted March 8, 2015 You're late Maybe they should make one with a dude in that dress too though since 60% of reported partner violence in the US is perpetrated by women Link to comment Share on other sites More sharing options...
pyungsy 738 Posted March 8, 2015 Share Posted March 8, 2015 it's a good message, don't get me wrong-- i just find it underwhelming knowing that the salvation army has a history of homophobia/transphobia. Link to comment Share on other sites More sharing options...
abra 40,910 Posted March 8, 2015 Share Posted March 8, 2015 great use of a trending topic to raise awareness Link to comment Share on other sites More sharing options...
Senbonzakura 390 Posted March 8, 2015 Share Posted March 8, 2015 Is it black and blue to anyone right now? Link to comment Share on other sites More sharing options...
dream 1,916 Posted March 8, 2015 Share Posted March 8, 2015 You're late Maybe they should make one with a dude in that dress too though since 60% of reported partner violence in the US is perpetrated by women honestly wtf is wrong with u and if u don't see the problem in the statement you just posted, I'll bold it for u Link to comment Share on other sites More sharing options...
lepidoptery 2,917 Posted March 8, 2015 Share Posted March 8, 2015 Is it black and blue to anyone right now? In that picture it isn't. It's actually white and gold as generated by the computer. Link to comment Share on other sites More sharing options...
Oxytocin 432 Posted March 8, 2015 Share Posted March 8, 2015 best way to take advantage of this viral picture.... 100% agreed with this, there are more much important things going on right now around the world, and social medias get revolted over a dress Link to comment Share on other sites More sharing options...
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