This campaign aims to spark an important and honest conversation. A metaphor for ‘don’t believe it’, evo is asking consumers to question, think and talk about society’s seemingly impossible pressures and unrealistic standards of beauty; the hype, the stereotype, the photoshop dream.
More than ever, brands, media and society are creating false ideals; you need to wear make-up to look good, you need money to be happy, you need lots of friends to be successful…the list goes on. Consumers are increasingly conditioned to believe that buying brands and products (buy, buy, buy) will provide the answer and give you a perfect life. The reality is, perfection can’t be purchased… because perfection isn’t real. So rather than buying into unobtainable ideas of perfection, evo is championing the reality that ‘beauty is…