Modernising a classic Australian brand while rewriting its male-gazey strategy.



HOW WE POTRAYED WOMEN LIKE PEOPLE: 
︎ Cherry Ripe is a brand that although beloved by many, had built its identity around the unnecessary sexualisation of women.
︎ A FIRST IN THE BRAND’S HISTORY: We shoewd a wide range of women doing a variety of things that did not involve performing sexual innuendos for entitled, cat-calling, men.
︎ We fought to work with a renowned female director—a tragedy it was even a battle to be had.
︎Sexism and gender stereotypes are still rampant in advertising, but we can change that one brief at a time.





CREDITS:
︎Directed by Rachel McDonald.
︎Produced by Rabbit.
︎Created in partnership with Jack Railton-Woodcock.