April 21 2021, 9:31 am | BY Kim Shaw | No Comments A cool idea for Women’s Work, a collective of women New Zealand photographers, who admit that you won’t have seen their campaign before seeing their case study – because frankly, it never ran.
It may sound nonsensical, however it’s a calculated approach to get the Collective’s challenging message directly in the faces of advertising agencies and their creative departments. The case study film features the previously unseen campaign of 24 posters that highlight the disturbing fact that of all the photography used in advertising less than 15% is shot by women. It then goes further by calling out agencies, asking them to start deliberately and consciously put women photographers on their shortlists for future projects.