For women’s magazine Marie Claire’s November Body Issue they challenged local ad agencies to create ads to be featured in the mag to sell the idea that women are all beautiful no matter what shape they’re in. Ogilvy Cape Town’s response was to create a tape measure with a difference. Instead of measuring size, all the cm measurements have been replaced with positive adjectives so no matter what size, the outcome is always beautiful.
Art Director: Thandolwethu Silimela, Tammy Pearce
Copywriter: Kate Desmarais
Executive Creative Director: Chris Gotz