A Getty initiative for less stereotyped images and searches
Getty Images believes clichés persist because we keep choosing the same images. With thousands of alternatives, they aimed to challenge stereotypes and make people rethink their choices by suggesting unstereotyped options for every clichéd search.
Getty Images' search algorithm prioritizes the most commonly searched images, often reinforcing stereotypes. To challenge this, we created a platform where searches for stereotypical images are met with suggestions of "unstereotyped" alternatives.
Over 1200 Unstereotyped images were used in each of our ads.
CASE VIDEO
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Cannes Lions 2017 - Silver Outdoor
Cannes Lions 2017 - Bronze Print & Publishing
El Ojo 2017 - Bronze
Brazilian Creative Annual 2017 - Bronze Digital Campaign
Lürzer's Archive Magazine - Vol 05.2017
Wave Festival 2018 - bronze outdoor campaign
Wave Festival 2018 - bronze print campaign
Prêmio Colunistas Brasil 2017 - Grand Prix and Gold
My Role:
Creative / Art Director
Creative Team ALMAP BBDO:
Luiz Sanches - CCO
Bruno Prosperi - ECD
BJ Yung, Marcelo Nogueira, Pernil, André Gola - CD
Ana Carolina Reis - Creative / Copywriter
Daniel Poletto - Creative / Art Director
Raphaela Filippetto - Art Assistant
Isadora Petkovic - Art Asssitant