If all print advertising was like this, perhaps the world wouldn’t have lost faith in its power. Its twist packs a punch. The idea is simple. Its communication is direct. Its message deserves to make an indelible mark on the world.
The three print ads on the campaign, This Ad is for Men are by McCann Dusseldorf for L’Oréal Paris’ international engagement for women program, Women of Worth asking business to “hire more women in leadership roles”. The campaign launched in leading business magazines as well as women’s magazines such as Vogue or Cosmopolitan.
The aim was to draw attention to the fact that most German companies are dominated by men. In-house research undertaken by McCann Dusseldorf and L’Oréal Paris showed that 91.4% of management and governing boards across Germany are made up of men. Subsequent research by the partners suggested that women significantly outperform their male peers on occasions when they do achieve to roles. When women occupy 30% of management positions, profitability was found to increase by 15%. Female executives were found to perform 24% above men in management reviews. Companies that employed more women leaders generated around 20% more patents per year.
Each of these facts is highlighted in one of the ads:
The L’Oréal Paris Color Riche ad shows how important women are for companies – a higher number of women working in leading roles brings profit increase, according to research of the renowned Peterson Institute for International Economics.
The L’Oréal Paris Nail polish ad shows the increase in innovation (increase in patents) companies record by putting more women in leadership roles based on University of Arizona Research of Fortune 500 companies.
The L’Oréal Paris Mascara ad highlights the higher employee satisfaction score in companies with female leaders according to a Korn Ferry Hay Group study with Data from 55.000 professionals from 90 countries.
Creative Agency: McCann Düsseldorf
Chief Creative Officer: Sebastian Hardieck
Executive Creative Director: Serdar Kantekin
Senior Copywriter: Schakir Islamow
Head Of Print Production: Oliver Hugo
Retouchers: Martin Komora & Max Hornäk (Digital)
Finished Art: Jonas Boamah
Photographer: Thomas Steuer
PR: Jerome Cholet