“The Mark We Leave” was conceptualized as part of an assignment to create a multi-platform digital campaign for the Canadian Women’s Foundation. The idea was based on the comparison of how people interact with social media and how they interact with classical art. By pairing a variety of famous classical art pieces (Pictured here are greek Winged Victory statue on display at the Louvre, and Girl With A Pearl Earring) against real hate comments directed towards women online the idea was we could showcase the absurdity that is online misogyny and raise awareness for the increase in online abuse faced by women in recent years. All the comments used in this campaign were sourced from a singlular post from the twitter account of influence Pokimane, who famously is a huge target for online sexist harrassment.
For the pinterest campaign the approach was to make it look like a real pin someone may click on, with the hopes of it being visually engaging enough to drive traffic to the post and subsiquently the site. The artwork is front and center, with the logo and campaign taglines being low opacity in the bottom right corner to be relatively obscured from view until after the image has been clicked on and enlarged (in retrospect, the opacity may be too low and could be turned up a bit while still achieving this effect).
For instagram a similar methodology was applied to ‘Girl With A Pearl Earring’, using a more hate comments from the same Pokimane post juxtaposed against the traditionally beautiful painting. The visual is focused, eye catching, and is backed up by a caption directing to the link in bio. As per the brief this was an awareness campaign above all else, so post engagement would be more of a KPI than link engagement, meaning that in this case catching the viewer with the imagery itself is the primary objective. No logos or on-image captioning was used as this was intended to be used as an owned social media post, although it could easily be modified to fit a more traditional ad form factor.