Why Is That Gendered?

Agency / Client:
Self initiated Project

A self initiated project, Sophie wanted to investigate the ways in which people challenge gender roles, and to help develop and encourage breaking the gender binary that is perpetuated by the advertising industry. Sophie started by creating a website that pointlessly genders products. She then tied this in with a social media campaign encouraging people to share and discuss their frustrations with gendering.

Sophie is currently working on a series of satirical 30" adverts for release in 2016.