Instagram has a problem with nipples (and as adidas found out recently, so does the UK Advertising Standards Authority). Some women wish that Instagram and others would censor their nipples. They have lost them to breast cancer.
And while Instagram and others get very serious about banning nipples, three Spanish women in Madrid are happily showing their breasts in the platform. The irony they’re enjoying is that their breasts will be censored when they get their nipples back through the revolutionary FixNipTM NRI prosthesis.
This is the storyline of Happy to be censored, besweet’s new campaign for breast implant leader GC Aesthetics. It’s a campaign with a sense of humour, joy, irony and absurdity that all women can enjoy, drawing attention to a new aesthetic and health option for women who want it.
Happy to be censored is the brainchild of beX, besweet’s creative studio, producer of the campaign. It was directed by Antonina Obrador at the head of a team made up almost entirely of women.
Celia Esteban, producer of be sweet, commented, “This campaign is in line with the style that we have been creating for GC Aesthetics, to talk with total naturalness and respect about the aesthetic and health decisions of women and the different options that GC Aesthetics offers them. In this case, we have played with the contradictions of IG itself, and the absurd situation that -following its own rules of censorship of female nipples- women can show their breasts without nipples but then are censored when they get them back. Of course, the women featured in our campaign are looking forward to being censored.”
The campaign is besweet’s third work for GC Aesthetics, a client whose request from the outset has been to turn its brand around. The first campaign, An amazing pair of books, highlighted the variety of shapes and sizes of female breasts by comparing them to the variety of shapes and sizes of books, highlighting their uniqueness and beauty. With Boobstickers, a woman’s right to enjoy toplessness without censorship was vindicated by creating a series of stickers for Instagram, available to any woman who wished to use them, placing them on her breasts. The stickers communicated six big nos – “No more staring”, “No more body shaming”, “No more prejudice”; “No more judging”, “No more censorship” and ”No more haters”.
Credits:
Client: GC Aesthetics
Creative Agency: beX
Creative Direction: beX
Production: besweet
Director: Antonina Obrador
Executive producer besweet: Juan San Roman
Producer: Celia Esteban
DoP: Juli Carné
