Leyla Baliyeva + Divya Leyla Highly Commended

Discipline
Advertising

Theme Winner
Human Rights

Year of study
1st Year

University
Miami Ad School Europe

China is experiencing a new wave of feminism. Yet certain elements of its language continue to hold women back. The character that represents women, the radical “n?”(?), is used in many negative words like jealousy, cheating, trickster and more. Neiwai, China’s progressive lingerie brand, spreads awareness about sexism in Chinese language by replacing the female radical with real women. Neiwai’s campaign uses out-of-home, digital and social touch-points to bring problematic words to prominence.