The Challenge:
Encourage Humber students to enroll in self-defence classes. However, many females may hesitate to participate, as these classes are often perceived as involving overly aggressive or dangerous techniques.
The Solution:
Promote self-defence classes as the essential modern etiquette every woman should master. With a touch of lighthearted humour, we create a welcoming environment that makes women feel at ease while sparking curiosity about learning practical and empowering self-defence techniques.
Project Description
Art Direction: Maira Rodriguez
Team: Sabrina Castro
Brand: Humber RAD
The Challenge: To promote Humber College's free self-defence classes.
The Humber RAD campaign was inspired by old etiquette books and videos from the 40s and 50s that used to explain how women should behave in different circumstances in front of men. In the past, it was considered of vital importance for females to watch etiquette videos, and it was a part of their education; nowadays, that is a dynamic of the past.
Ideally, we would live in a world where women don't have to worry about their safety more than men; however, that's not the reality. Playing with the concept of etiquette classes from the past, we decided to twist that dynamic and create the concept of modern "etiquette" classes. In our ads, 50s-style women advice on what females should do in case they face a dangerous situation with men. Currently, some women carry self-defence tools to protect themselves; however, this might not be enough to ensure their safety, and they would highly benefit from self-defence techniques.
Long version video for Humber Collge TV edited by Maira Rodriguez
