Cannes Lions

WOMANITY

JOHANNES LEONARDO, New York / CLARIN / 2010

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Womanity is a fragrance brand that portrays women as deep unique, intriguing and indefinable beings.We realized YouTube may be a territory for free creative expression, but it is also as a place for commenting and defining other people's expressions and creativity, through comments. So we used Youtube as a canvas, including it's well known comments section, in a way it's never been used before to make our point.

The video portrays a woman’s monologue, in which she replies to the comments that follow a video she uploaded. Using the comments and their inevitably shallow nature, she makes her point in a unexpected way: That as much as we try to judge and define each-other, we are ultimately all indefinable. Especially after a short youtube video.

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