Billie Challenges Perceptions Of ‘The Perfect Woman’ In Thought-Provoking Ad
Image via Billie
Body-care brand Billie has released a new campaign called Think of a Woman in celebration of International Women’s Day. Directed by Quinn Wilson and narrated by Indya Moore, the film gets you to think of “the perfect woman,” and then immediately fights back against every stereotype women have been conditioned to imagine.
The film is built around destroying the idea of cis-gendered womanhood. In the clip, a participant casts a half-smile at the camera, saying, “Don’t assume my pronouns!”
Because society homogenizes the female experience, non-binary and gender-non-conforming people might not connect to ideas of womanhood like cis-women do.
The campaign invites viewers to challenge their own biases, instincts, and beliefs about what it means to be a woman in hopes to expand the definition and understanding of being one.
The team has also devised the Billie Brain Scan, an interactive virtual experience that helps users understand their own biases of gender identity and womanhood though exercises.
The campaign aims to help people view the word “woman” in a new light and celebrate the full spectrum of womanhood by casting away traditional gender roles.
“A woman is a woman because she–or they–know themselves to be one,” Georgina Gooley, co-founder of Billie, explains the video's message, which can be watched here. “To try and define something that is fluid, constantly evolving, and holds a different meaning to every individual is not our place. Instead, we're out to challenge perceptions and let the womankind define itself. Our work is about broadening that definition to make room for more expressions.”
[via HYPEBAE, cover image via a href="https://www.thinkofawoman.com/" target="_blank">Billie]
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