Beauty Will Save

Drama Queen agency implemented an ironic campaign for the launch of the new spring collection of the Cher’17 Ukrainian women’s clothing brand. In the «Beauty Will Save» campaign, Cher’17 calls to abandon stereotypes and take a closer look at girls who are called «Instagram girls».

At first glance at such beautiful, well-groomed and often active women on social networks, many people think that they probably do everything effortlessly. That, probably, someone is sponsoring them, that they are superficial and short-sighted.

Upon closer acquaintance, it turns out that in most cases behind the beautiful Instagram life of those who are called «Instagram girls», there is painstaking systematic work. Girls put a lot of effort into making their home, their travels, their appearance, and their leisure time beautiful. But these efforts are often devalued.

In the «Beauty Will Save» campaign, Cher’17 calls to abandon stereotypes and take a closer look at those whom people call «Instagram girls», and maybe learn from them.

In the video and a series of prints, DRAMA QUEEN and CHER 17 demonstrate the efforts behind the heroines’ «beautiful Instagram lives» in a provocative, ironic way. The text of the video contains all the prejudices and stereotypes that girls have to live with.

Provocative bigboards with the inscriptions «I guess this board bought us sugar daddy» and «I guess I’m in the office to earn lipstick» are intended to intrigue people and encourage them to watch the video.

Ads text:

I draw 100 out of 100. Myself, work, travel, home. To hear again: «It’s somehow strange, it’s all too Instagram style». They say I’m an «Instagram girl». Everything is clear with me.
It’s just not clear how you can get up at six in the morning. And breathe, draw in, hold, sit, take off and iron, and don’t be late for work. I guess I’m just naturally beautiful. Such matters, such is the magic of the morning. I am a girl, everything is clear with me.
It’s just not clear how this person, 45 kilograms, carries all these things: glasses, basket, carpet, candelabra. On a picnic. To make Sena out of Desna.
I am an Instagram girl, everything is clear with me. Everything is easy and beautiful for me. Apparently, I have sugar daddy. «Dad, are you aware?» I guess I’m in the office to earn some lipstick. Red like my diplomas. I do not compromise, I will make a success out of nothing. I know how beauty saves the evening, mood, home, dinner. Maybe in the end she will save the world? Even a little.
Hello. Are you still clear about me? Cool! Then which one of us is an «Instagram girl»?
CHER`17 Beauty will save