UNFOLLOW - CHALLENGING THE CONVENTIONAL LENS OF BEAUTY

TitleUNFOLLOW - CHALLENGING THE CONVENTIONAL LENS OF BEAUTY
ClientFABALLEY
Product / ServiceFASHION E-COMMERCE WEBSITE
CategoryB02. Viral Film
EntrantJACK IN THE BOX WORLDWIDE Mumbai, INDIA
Entrant Company JACK IN THE BOX WORLDWIDE Mumbai, INDIA
Advertising Agency JACK IN THE BOX WORLDWIDE Mumbai, INDIA
Production Company JACK IN THE BOX WORLDWIDE Mumbai, INDIA

Brief Explanation

We decided to position FabAlley as an empowering feminist brand – one that young girls could relate to & aspire for. We crafted a hard-hitting campaign with a strong call to action: ‘Unfollow’. Unfollow encourages girls to express themselves freely without succumbing to societal pressure. We launched Unfollow with India’s first naked stand-up – featuring renowned comedian Radhika Vaz. Vaz delivers a powerful monologue against the societal judgments on her body & clothes. This was India’s first ever naked stand up! Not just that, this was the first campaign for a fashion brand – featuring no clothes! We were aware of the fact that we would face heat. The intention from the beginning was to exhibit the titanium strength of individuality and authenticity, and to pitch these qualities as the ‘moral code’ to follow. After What The F**K Should I Wear, we released five more videos, namely, Unfollow Uncomfortable, Unfollow Pain, Unfollow Skinny & Unfollow Fads, and Unfollow Manifesto tying the campaign to the brand, along with a limited edition Unfollow collection of clothes, on our platforms. Throughout the campaign, #Unfollow was our rallying cry that resonated with young girls online, while projecting FabAlley as a brand that gets them.

Credits

Name Company Position
Team Jack in the Box Worldwide Jack in the Box Worldwide Team Jack in the Box Worldwide
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