Getty Images believes that clichés only exist because we keep choosing the same old images. The fact is that they've got thousands of other possibilities. So we thought: why don’t we use the power of images to do away with stereotypes and make people rethink their choices?
For each stereotyped image search, Getty Images suggested unstereotyped images.
WEBSITE : GETTYUNSTEREOTYPE.COM
Getty Images' search system works on an algorithm: the most commonly searched-for images come up first in the results. So we created a website where every search for a stereotyped image will prompt a number of suggested "unstereotyped" images.
The database's photos themselves give a light-hearted explanation of the campaign's main concept.
On both the desktop and mobile versions, users can buy the images directly from the Getty Images website.
Over 1200 Unstereotyped images were used in each of our ads.
The campaign generated a great deal of free media coverage and sparked broader debates about gender stereotypes, moving beyond specialized vehicles.
Cannes Lions 2017 - Silver Outdoor
Cannes Lions 2017 - Bronze Print & Publishing
El Ojo 2017 (Buenos Aires) - Bronze
CCSP 2017 - (Brazilian Creative Annual) - 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